UTM Parameters
Understand where your traffic comes from by tagging links with UTM parameters. They're captured automatically — no extra setup needed.
What are UTM parameters?
UTM parameters are query string tags you append to any URL. When someone visits your site via a tagged link, the tracking script reads those tags and attributes the visit to the right campaign, channel, or source.
Auto-captured parameters
The following standard UTM parameters are captured on every visit:
utm_sourceWhere the traffic originates.
e.g. google, newsletter, twitter
utm_mediumThe marketing channel.
e.g. cpc, email, social, organic
utm_campaignThe specific campaign name.
e.g. black_friday, product_launch
utm_termThe paid search keyword.
e.g. analytics software, web stats
utm_contentDifferentiates ads or links in the same campaign.
e.g. banner_top, text_link
Short-form parameters
In addition to the standard UTM parameters, the tracker also picks up these common shorthand aliases:
refShorthand referral source, commonly used in sharing links.
e.g. producthunt, hackernews
sourceAlternative to utm_source for simpler URLs.
e.g. blog, partner
viaSocial attribution shorthand.
e.g. twitter, linkedin
Example URLs
Copy these patterns and replace the values with your own:
Email campaign
Paid search (Google Ads)
Social media post
Referral / partner link
Viewing UTM data in the dashboard
UTM data is surfaced in several places across your dashboard:
Sources panel
Shows utm_source and referrer breakdown for all sessions
UTM Campaigns tab
Dedicated view for utm_campaign, utm_medium, utm_term, and utm_content — grouped by campaign
Filters & segments
Filter the entire dashboard by any UTM parameter to see how a specific campaign performed
Tips
Use lowercase consistently
utm_source=Google and utm_source=google appear as two separate sources in the dashboard
Avoid spaces — use underscores
Spaces get URL-encoded and can look messy. spring_sale is cleaner than spring%20sale
Tag every external link to your site
Emails, social posts, ads, partner links — if you control the URL, add UTM tags
Next steps
Put your UTM data to work:
- →Create Goals to measure conversions from specific campaigns
- →Build Funnels to see the journey from campaign click to conversion
- →Export UTM data as CSV for deeper analysis in a spreadsheet