UTM Parameters Explained for Marketers

UTM tags are query parameters that analytics tools read to attribute traffic to campaigns — without changing page content.

Core dimensions

• utm_source — who sent the click (newsletter, Google, partner).
• utm_medium — type (cpc, email, social).
• utm_campaign — seasonal or product push name.
• utm_content / utm_term — creative or keyword variants.

Build consistent links with the UTM Builder and learn percent-encoding rules in What Is URL Encoding?.