Create custom URLs with UTM parameters to track your marketing campaigns in Google Analytics.
UTM codes (Urchin Tracking Module parameters) are small snippets of text added to the end of a URL to help you track the effectiveness of your digital marketing campaigns. When a user clicks a link with UTM parameters, Google Analytics (and other analytics tools) can tell you exactly where that user came from and which campaign prompted their visit.
Without them, all your traffic from a social media post, an email newsletter, and a paid ad might just show up as "Direct" or "Referral," making it impossible to measure your return on investment (ROI).
the full URL you want to track in Website URL (e.g., 'https://yoursite.com/landing').
the Campaign Source — the traffic source (e.g., 'facebook', 'newsletter').
the Campaign Medium — the marketing medium (e.g., 'cpc', 'email', 'social').
your Campaign Name — a unique name for this campaign (e.g., 'spring_sale_2026').
optional Campaign Term (for paid search) and Campaign Content (to differentiate links).
the generated URL and use it in your marketing materials.
— use 'facebook' not 'Facebook' or 'fb.com' for accurate tracking.
— UTMs are case-sensitive. Stick to lowercase to avoid splitting data.
— 'spring sale' → 'spring_sale' keeps data clean in analytics.
— use Campaign Content to A/B test links within the same campaign.
— click the generated URL to verify it works and shows in your analytics.
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