Guide
UTM parameters: a practical guide
Updated October 14, 2026
In short
UTM parameters are tags you add to a link so analytics can tell which campaign brought a visitor. Use utm_source for the site, utm_medium for the channel type and utm_campaign for the specific push.
The five parameters
- utm_source: where the click came from, such as newsletter, google or x.
- utm_medium: the type of channel, such as email, cpc or social.
- utm_campaign: the specific campaign, such as october-launch.
- utm_content: which link or creative inside the campaign was clicked.
- utm_term: the paid search keyword, when relevant.
Naming rules that keep reports clean
- Use lowercase and hyphens: october-launch, not October Launch.
- Decide a fixed list of mediums and never improvise new ones.
- Never tag internal links on your own site; it overwrites the real source.
Where they appear in Visitor Fast
The Campaigns page groups visitors and revenue by campaign, medium, content and term. Click any row to filter the whole dashboard by it.