Marketing
Analytics
UTM
UTM Parameters Guide — Campaign Tracking in Google Analytics
UTM parameters tell Google Analytics where traffic comes from. Learn naming conventions, common mistakes, and attribution strategy.
Dev Utilities Team
••1 min read
The five UTM parameters
| Parameter | Required | Example |
|---|---|---|
| utm_source | Required | google, newsletter, facebook |
| utm_medium | Required | cpc, email, social |
| utm_campaign | Recommended | summer-sale-2026 |
| utm_content | Optional | header-banner |
| utm_term | Optional | paid keyword |
Key rule: always lowercase
UTM values are case-sensitive. "Google" and "google" are two different sources. Always use lowercase with hyphens as separators.
Build tagged URLs with our UTM Link Builder.
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