What is a UTM link?
A UTM link is a normal website URL with tracking parameters added to it. These parameters help analytics tools identify where visitors came from and which marketing campaign brought them to your website.
How does a UTM link work with Google Analytics?
Share the generated UTM link in your marketing campaign. When someone clicks the link and visits a website using Google Analytics, the UTM parameters help identify where the visitor came from, the marketing channel they used, and which campaign brought them to the website.
For example, a link using
utm_source=linkedin,
utm_medium=social and
utm_campaign=august_launch
can help you identify traffic generated by that LinkedIn campaign.
UTM parameter example
A campaign shared on LinkedIn might use:
utm_source=linkedin
utm_medium=social
utm_campaign=august_launch
What do the UTM parameters mean?
utm_source identifies the source of the traffic, such as LinkedIn, Google or a newsletter.
utm_medium identifies the marketing channel, such as social, email or CPC.
utm_campaign identifies the specific campaign.
utm_content can distinguish between different ads, links or buttons in the same campaign.
utm_term is commonly used for paid-search keywords.