The five campaign parameters

utm_source

Where the visit comes from

Examples: newsletter, google, linkedin

utm_medium

The marketing channel

Examples: email, cpc, social

utm_campaign

The initiative you are measuring

Examples: autumn_launch, webinar_august

utm_term

An optional paid-search term or audience detail

Examples: running_shoes

utm_content

An optional creative or placement variant

Examples: hero_cta, text_link

A useful minimum

Use source, medium, and campaign on every campaign link. Add term and content only when they answer a real reporting question. Empty optional fields should be omitted rather than left as blank parameters.

Examplehttps://example.com/launch?utm_source=newsletter&utm_medium=email&utm_campaign=autumn_launch

Build the link

Use the public builder to encode these values and safely merge them into your destination.

Open the free UTM builder