What is utm_source, utm_medium, utm_campaign and other UTM parameters
Posted: Tue Feb 18, 2025 4:46 am
Effective use of UTM technology to obtain statistics on clicks from advertising platforms is impossible without excellent knowledge of the characteristics of the UTM parameters used. This makes it possible to flexibly configure channels for transmitting statistical data from different types of platforms, while identifying the most clickable sections of advertising content. Let's consider in more detail the purpose and characteristics of these parameters.
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What are UTM parameters and what do they mean?
Each of the parameters used in the links transmits a specific value to the statistical center, which is assigned to it in the link code using the "=" sign. Their number is strictly regulated, and they are divided into mandatory and optional.
We will present them here:
utm_medium
..._source
..._campaign
..._term
..._content
Let's consider each of them in more detail.
utm_medium - traffic type
Mandatory. Specifies the type of traffic or advertising channel that is used to click on the tagged link to your site. Acceptable values are listed in Table 1 .
Table 1. Valid values of utm_medium.
Traffic type
The meaning of the label
Follow the link
referral
Search for free
organic
E-mail
email
Social media
sm, social, social-media, social-network
Search advertising
ppc, cpc, paidsearch
Media
cpm, banner, display
Other
cpa, cpv, cpp, content-text
utm_source - traffic source
Mandatory. Used to identify the advertising platform or web resource from which traffic is transmitted. Examples of such identifiers: bing, google, meta .
utm_campaign - advertising campaign
Mandatory. Conveys the name of the advertising campaign. Any name can be specified. Examples: sale, mycompany, newreklama .
utm_term - keyword
Optional. Provides information about the success of using the keyword for an advertising campaign, regardless of the traffic source. The word or phrase is specified as the parameter value. Examples: flower, house+flower, sports+car .
Use the convenient UTM tag albania whatsapp data to quickly create tags and accurately track advertising effectiveness!
What are UTM parameters and what do they mean?
Each of the parameters used in the links transmits a specific value to the statistical center, which is assigned to it in the link code using the "=" sign. Their number is strictly regulated, and they are divided into mandatory and optional.
We will present them here:
utm_medium
..._source
..._campaign
..._term
..._content
Let's consider each of them in more detail.
utm_medium - traffic type
Mandatory. Specifies the type of traffic or advertising channel that is used to click on the tagged link to your site. Acceptable values are listed in Table 1 .
Table 1. Valid values of utm_medium.
Traffic type
The meaning of the label
Follow the link
referral
Search for free
organic
Social media
sm, social, social-media, social-network
Search advertising
ppc, cpc, paidsearch
Media
cpm, banner, display
Other
cpa, cpv, cpp, content-text
utm_source - traffic source
Mandatory. Used to identify the advertising platform or web resource from which traffic is transmitted. Examples of such identifiers: bing, google, meta .
utm_campaign - advertising campaign
Mandatory. Conveys the name of the advertising campaign. Any name can be specified. Examples: sale, mycompany, newreklama .
utm_term - keyword
Optional. Provides information about the success of using the keyword for an advertising campaign, regardless of the traffic source. The word or phrase is specified as the parameter value. Examples: flower, house+flower, sports+car .