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UTM codes

UTM codes are bits of text you can add to a link that tell Google Analytics (as well as other analytics tools) a little bit more information about each link. Here’s a sample of what one looks like:


UTM codes are also known as UTM parameters — or tracking tags — because they help you "track" website traffic from its origin.

UTM codes can track a medium and a source within that medium. Where it gets more flexible is in the language you use to describe that source. Maybe you want to attribute website traffic to a social network, a type of content, or even the exact name of an advertisement on the web.

Option Purpose Example
utm_source Identifies the site from which the traffic is being sent. Required. utm_source = Google
utm_medium Identifies the ad model. Examples: cost per click link, email. utm_medium = cpc
utm_campaign Identifies a specific advertising campaign. utm_campaign = spring_sale
utm_term Identifies the keyword phrase from the ad campaign, regardless of the source of the click utm_term = running + shoes
utm_content Identifies a specific content item that the user clicked on before navigating the site, such as a banner ad or text link. This option is often used for the purposes of A / B testing and analysis of the effectiveness of contextual advertising. utm_content = logolink or utm_content = textlink