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.