Explainer1 min readUpdated June 29, 2026
What are UTM parameters?
Short answer
UTM parameters are labels added to the end of a link, like ?utm_source=newsletter, that tell your analytics where a visitor came from. They do not change the page; they just attach campaign information to the visit.
The five parameters
utm_source— where the traffic comes from, such as newsletter or twitterutm_medium— the channel type, such as email, social, or cpcutm_campaign— the campaign name, such as summer_saleutm_term— the paid keyword, used mainly for adsutm_content— which link or variant was clicked, useful for A/B tests
https://utilumo.com/?utm_source=newsletter&utm_medium=email&utm_campaign=launchTry it: UTM BuilderBuild consistent UTM-tagged links locally without leaving the browser.Open tool
Be consistent with casingAnalytics treats
Email and email as different sources. Pick lowercase conventions and stick to them so your reports stay clean.What UTM tags do not do
UTM parameters are just text in the URL. They do not personalize the page or track individuals on their own; they only label the visit for analytics. Because they are visible, avoid putting anything sensitive in them.