UTM parameters are tags you add to the end of a URL to tell analytics platforms where a visitor came from. They're essential for understanding which campaigns, channels, and pieces of content actually drive traffic.
The 5 UTM parameters
- utm_source — where the traffic comes from (e.g. newsletter, facebook).
- utm_medium — the type of channel (e.g. email, social, cpc).
- utm_campaign — the specific campaign name (e.g. spring_launch).
- utm_term — paid keyword (optional, for ads).
- utm_content — variation of the link (optional, for A/B testing).
A simple naming convention
Pick a consistent style and stick to it. Lowercase, no spaces, hyphens or underscores — but never mix them. Inconsistent UTMs create duplicate rows in your analytics.
UTMs and SEO
Never add UTM parameters to internal links on your own site — it can dilute analytics data and confuse session tracking. UTMs are for external campaigns: email, social, paid ads, partners.
Example UTM link
https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=may-update
Build clean, consistent UTM links in seconds using the free UTM Builder.
Frequently asked questions
Are UTM parameters bad for SEO?
Not when used on external links. Avoid them on internal navigation to keep analytics clean.
Do UTMs affect rankings?
No. Search engines typically ignore UTM parameters when indexing.
Should I use UTMs on every shared link?
Use them on any link where you want to measure performance — campaigns, emails, ads, partners.
Why are my UTMs showing duplicates in Analytics?
Usually inconsistent casing or punctuation. 'Newsletter' and 'newsletter' count as two different sources.
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