What Are UTM Parameters?
UTM parameters are small bits of text added to the end of a URL that help you track where your website traffic is coming from.
Why Use UTM Parameters?
They allow you to see which marketing efforts (ads, emails, social posts) are bringing in visitors. They’re especially useful in affiliate link tracking campaigns to identify which partners drive the most value.
Example of a UTM-tagged Link:
https://yourdomain.com/?utm_source=facebook&utm_medium=social&utm_campaign=summer_sale
Key UTM Elements:
- utm_source: Where the traffic is coming from (e.g., google, facebook)
- utm_medium: The type of channel (e.g., email, social, cpc)
- utm_campaign: The campaign name (e.g., spring_launch)
Bonus Tip: Use a URL shortener like Bitly to make these links cleaner and trackable.
Need free tools for building UTMs? Compare the options in our top 5 free link tracking tools guide.