By the Seovoro Team · Last updated October 13, 2026
Key takeaways
- UTM parameters are tags you add to a link so your analytics shows where a visit came from.
- The three that matter most are utm_source, utm_medium and utm_campaign.
- Use lowercase and hyphens, and keep names consistent, or your reports split into duplicates.
- Do not use UTM links for links inside your own site.
If you share links on social media, in emails or in ads, your analytics can often only tell you that visitors came "from social" or "direct". UTM parameters fix that by adding small labels to the link. This guide explains what they are, shows examples and gives naming rules that keep your reports clean.
In this guide
- What are UTM parameters?
- The five parameters
- A copy-ready example
- Naming rules that keep reports clean
- Where to see the results
- What to avoid
- Frequently asked questions
What are UTM parameters?
UTM parameters are extra text added to the end of a URL. Analytics tools such as Google Analytics read them and record where the visit came from. They do not change what the visitor sees.
The five parameters
- utm_source: where the link was posted, for example linkedin or newsletter.
- utm_medium: the type of channel, for example social, email or cpc.
- utm_campaign: your own name for the campaign, for example spring-sale.
- utm_term: optional, for a paid search keyword.
- utm_content: optional, to tell two similar links apart.
A copy-ready example
A link to a page, shared in a LinkedIn post for a checklist launch, could look like this:
https://example.com/checklist/?utm_source=linkedin&utm_medium=social&utm_campaign=checklist-launchYou can build links like this in seconds with our free UTM Link Builder.
Naming rules that keep reports clean
- Use lowercase. Analytics treats Facebook and facebook as different values.
- Use hyphens instead of spaces.
- Keep a simple list of allowed sources and mediums, and reuse it.
- Include a date or name in the campaign so you can find it later.
Where to see the results
In Google Analytics 4, look at the acquisition reports, such as Traffic acquisition, and add source, medium or campaign as a column or filter. Data can take a little while to appear.
What to avoid
Do not put UTM parameters on links between pages of your own site. They can reset the visit source and confuse your data. Also do not tag every link in a way that nobody can read later. Fewer, clearer names are better.
Frequently asked questions
Do UTM parameters affect SEO?
They do not change rankings directly. Use them on links you share, and make sure your pages use a canonical tag so tagged URLs are not treated as separate pages.
Are UTM parameters case sensitive?
Yes. Use lowercase everywhere so your data does not split.
Can I use UTM parameters in email?
Yes. Tag the links in your newsletter with email as the medium and the newsletter name as the source.
Which UTM parameters are required?
Most tools expect source, medium and campaign. Term and content are optional.