What are UTM parameters and best practices for them?

UTM (Urchin Tracking Module) parameters are tracking tags you attach to links. They allow analytics tools to categorize traffic precisely.

The five standard parameters are listed below.

utm\_source which identifies the origin such as newsletter or google.

utm\_medium which describes the channel such as email or cpc.

utm\_campaign which explains the purpose such as summer\_sale.

utm\_term which is usually used for paid search keywords.

utm\_content which supports A B testing such as blue\_button.

Use consistent naming. Avoid spaces. Keep values descriptive and standardized across campaigns so reporting remains clean.