Urchin Tracking Module (UTM) are tracking information added to a URL and are also known as campaign parameters.
Tag your ads, emails and social media posts with UTM tags and analyze your ecommerce and marketing campaigns from click to conversion.
They are used on every HTML document such as a web page or an email to track clickthrough rate
https://example.com?
utm_content=button
&utm_source=systemmail
&utm_medium=email
&utm_campaign=SavedSearches#distanceMeters:9000|searchInTitleAndDescription:true|Language:nl-NL|offeredSince:1694189167000|asSavedSearch:true
| Parameters | Mandatory | Definition | Example |
|---|---|---|---|
| utm_id | Yes/No | Numeric identifier: Identify a specific ad campaign or promotion (mandatory for GA import) | |
| utm_campaign | Yes | Name identifier: Identifies a specific product promotion or strategic campaign. | utm_campaign=spring_sale |
| utm_source | Yes | Identifies which site sent the traffic, and is a required parameter | utm_source=Google |
| utm_medium | Yes | Identifies what type of link was used, such as cost per click or email. | utm_medium=cpc |
| utm_term | - | Identifies search terms | utm_term=running+shoes |
| utm_content | - | Identifies what was clicked to bring the user to the site, such as a banner ad or a text link. It is often used for A/B testing and content-targeted ads. | utm_content=logolink or utm_content=textlink |
| utm_referrer | - | Identify the full URL referrer as the browser gives only the domain |
https://www.example.com/
?utm_campaign=summer-sale
&utm_source=summer-mailer
&utm_medium=email
where:
[link](https://www.target.com/?
utm_source=referrer&
utm_medium=github&
utm_campaign=tpl_lang_tutorial
)
utm_source=Criteo&utm_medium=Retargeting&utm_campaign=Perry_Criteo
The referer identifies the URL of the page where the request originated.
https://www.cloudflare.com/learning/bots/what-is-a-bot/?utm_referrer=https://www.google.com/