Campaign tracking is the backbone of effective marketing. But if you’re not using UTM parameters correctly, you’re likely flying blind. UTMs help you understand exactly where your traffic comes from, what campaigns perform best, and how your audience behaves after clicking a link.
In this guide, we’ll break down everything you need to know about UTM parameters, from how to build them to analyzing campaign data in GA4 and CRMs.
What are UTM Parameters?
UTM parameters (Urchin Tracking Module) are tags you add to a URL to track the effectiveness of campaigns across traffic sources. They tell your analytics tools like Google Analytics, Klaviyo, or HubSpot. Where a visitor came from and what campaign drove them.
🔍 The 5 Standard UTM Parameters:
utm_source– Where the traffic is coming from (e.g.,facebook,newsletter,google)utm_medium– The type of traffic or marketing medium (e.g.,email,cpc,organic)utm_campaign– The campaign name or promotion (e.g.,spring_sale,product_launch)utm_term– (Optional) For identifying paid search keywordsutm_content– (Optional) For A/B testing and link variations (e.g.,button,text_link)
How to Build UTM Parameters
Option 1: Manual Creation
To create a UTM link manually, start with your base URL, then add parameters using ? for the first and & for the rest.
Example:
<https://yourwebsite.com/?utm_source=linkedin&utm_medium=email&utm_campaign=webinar_series>
Be sure to URL-encode any special characters (like spaces = %20).
Option 2: Use UTM Builders
There are excellent tools to speed up UTM creation and prevent errors:
- Google’s Campaign URL Builder
- Chrome Extensions like UTM.io or Effin Amazing UTM Builder
UTM Naming Convention Best Practices
Inconsistent naming can break your reports. One campaign labeled Email_Newsletter, another email-newsletter, and a third Email? They’ll show up as three separate line items in GA4.
✅ Best Practices:
- Always use lowercase
- Replace spaces with hyphens or underscores
- Keep names short but specific
- Avoid duplicates or vague labels like
test,ad1
Example Naming Template:
| Parameter | Good Example | Avoid |
|---|---|---|
utm_source | FB, Facebk, fbook | |
utm_medium | cpc | paid, Paid Clicks |
utm_campaign | spring_sale_2025 | test123, promo |
Consider creating a shared UTM Governance Sheet for your team to align on conventions.
Where to Analyze UTM Data
In GA4 (Google Analytics 4)
- Go to Reports > Acquisition > Traffic Acquisition
- Use secondary dimensions like
Session source,Campaign, orMedium - You can build custom explorations to track campaign behavior over time
Pro Tip: If you see “(not set)” or “unassigned,” it usually means:
- UTMs were misconfigured or missing
- You used capital letters inconsistently
- Internal links had UTMs (which resets sessions)
In CRMs & Other Tools
Many modern CRMs capture UTM parameters automatically when someone fills out a form.
- HubSpot: Auto-populates UTM fields in contact records
- Klaviyo: UTMs from email clicks flow into GA4
- Salesforce: Use hidden fields in lead forms to pass UTMs into contact properties
By matching UTMs to lead data, you can attribute revenue to specific campaigns and channels.
Common UTM Tracking Mistakes (and How to Avoid Them)
❌ Mistake: Tagging Internal Links
Fix: Never use UTMs on links within your site. Use events or GA4 link tracking instead.
❌ Mistake: Inconsistent Naming Conventions
Fix: Create a shared UTM naming convention doc for your team.
❌ Mistake: Not Mapping UTMs to Goals or Conversions
Fix: In GA4 or Looker Studio, build reports that connect UTMs to actual conversions, not just traffic.
Why UTM Codes Still Matter in the Age of AI Overview
In 2025, as Google continues to roll out AI Overviews, fewer clicks happen from organic search results. That means direct, attributable traffic is more valuable than ever.
With UTMs, you can:
Prove ROI from specific campaigns (email, paid social, influencer collabs)
Understand which content formats or platforms drive conversions
Fine-tune your audience targeting based on real user behavior
Search is becoming more fragmented, and privacy updates like cookie deprecation are making attribution harder. UTM codes remain a cookie-free, low-tech solution that’s platform-agnostic and works across most analytics tools.
UTM codes may not be flashy, but they’re still one of the most powerful, underutilized tools in a modern marketer’s toolbox especially as AI continues to reshape how people discover content.
Whether you’re running ads, sending emails, or working with influencers, UTM codes help you understand what’s working, what’s not, and where to optimize next.
If you’re serious about marketing attribution, AI-era SEO, and data-driven decision-making, mastering UTM codes is non-negotiable.
