UTM parameter reference
The following table provides more information about each parameter and examples of how they can be used.
| Parameter | Required | Example | Description |
|---|---|---|---|
Campaign ID utm_id | No | abc.123 | Used to identify which ads campaign this referral references. Use utm_id to identify a specific ads campaign. |
Campaign Source utm_source | Yes | newsletter | Use utm_source to identify a search engine, newsletter name, or other source. |
Campaign Medium utm_medium | Yes | cpc | Use utm_medium to identify a medium such as email or cost-per-click. |
Campaign Name utm_campaign | Yes | spring_sale | Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. |
Campaign Term utm_term | No | running+shoes | Used for paid search. Use utm_term to note the keywords for this ad. |
Campaign Content utm_content | No | logolink | Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. |
Frequently Asked Questions
What are UTM parameters?
UTM parameters are short text codes added to URLs that let analytics tools (Google Analytics, Plausible, Matomo, HubSpot, etc.) track where visitors came from and which campaign brought them in. They live in the URL's query string and don't affect what the page renders.
Which fields are required?
utm_source, utm_medium, and utm_campaign are the three Google Analytics treats as the bare minimum to identify a campaign. The rest (utm_id, utm_term, utm_content) are optional and used for finer-grained reporting.
Should I use spaces or underscores in values?
Use lowercase with underscores or hyphens — spring_sale, black-friday-2026. Spaces work but get URL-encoded as %20, which makes URLs ugly and harder to debug. Pick a convention and stick to it across all your campaigns.
Will UTM tags affect SEO?
No. Search engines ignore UTM parameters. They only matter to analytics tools. That said, avoid using UTMs on internal links — they overwrite the original source attribution and pollute your data.
Is my data secure?
Yes. This tool runs entirely in your browser. Your URLs and campaign values are never sent to any server — all processing happens locally on your device.