How to Use UTM Parameters

Step 1 — Agree on naming conventions first

Before you build a single UTM link, agree on naming rules with your team. UTM values are case-sensitive, so "Google", "google", and "GOOGLE" show up as three separate sources in your analytics. Inconsistent naming is the most common cause of bad UTM data.

• ✓Always use lowercase for all UTM values
• ✓Use underscores or hyphens instead of spaces — e.g. spring_sale not spring sale
• ✓Decide on standard values for utm_source, utm_medium, and a naming format for utm_campaign
• ✓Document your conventions and share them with everyone who creates links

Step 2 — Build your UTM links

A UTM link is a regular URL with parameters added after a "?" separator. Use QuickUTM to generate them automatically, or build them manually by following this structure:

1. 1Start with your destination URL — the page you want traffic to land on
2. 2Set utm_source to the platform or channel the link will be shared on (e.g. google, newsletter, instagram)
3. 3Set utm_medium to the type of channel (e.g. cpc, email, social, referral)
4. 4Set utm_campaign to a short, descriptive name for this campaign or initiative
5. 5Optionally add utm_content to differentiate multiple links in the same campaign
6. 6Copy the final link and use it wherever you're sharing

Step 3 — Use UTM links consistently

Every link you share externally should have UTM parameters. The more consistently you tag links, the more accurate and actionable your attribution data will be.

• ✓Every link in every email — including links in footers and signatures
• ✓Every link in social media bios and posts
• ✓Every ad URL in paid campaigns (in addition to platform-level tracking)
• ✓Links shared in SMS, push notifications, and QR codes
• ✓Links shared by partners, affiliates, or influencers on your behalf

Step 4 — Read UTM data in your analytics tool

Once visitors start clicking your UTM links, the data appears in your analytics platform automatically. No code changes are needed on your website.

In Google Analytics 4: go to Reports > Acquisition > Traffic acquisition. The default view shows Session source / medium. Change the primary dimension to Session campaign to see campaign-level performance. Add secondary dimensions to drill into utm_content or utm_term.

Most other analytics tools (HubSpot, Mixpanel, Adobe Analytics) have equivalent UTM reports under their traffic or acquisition sections.

Common UTM mistakes to avoid

• ✓Adding UTMs to internal links — this resets the traffic source mid-session and corrupts your attribution data
• ✓Inconsistent capitalisation — "Facebook" and "facebook" appear as two separate sources
• ✓Using spaces in values — they become "%20" in URLs
• ✓Not tagging email links — email traffic without UTMs almost always shows up as "direct"
• ✓Reusing a generic campaign name across different campaigns — be specific enough to tell them apart

Frequently asked questions