UTM parameters
UTM parameters are short tags added to the end of a URL (utm_source, utm_medium, utm_campaign, utm_term and utm_content) that tell your analytics tool where a visit came from.
The five parameters
- utm_source: the site or network that sent the visit (instagram, linkedin).
- utm_medium: the kind of traffic (social, paid_social, email).
- utm_campaign: the campaign name (spring_sale).
- utm_content: which link or post, to tell variations apart (videoa, videob).
- utm_term: the keyword, mainly used for search ads.
Example: yoursite.com/pricing?utmsource=x&utmmedium=social&utm_campaign=launch. The visitor sees the same page; your analytics records the source, medium and campaign. UTM stands for Urchin Tracking Module, after the analytics company Google bought and turned into Google Analytics.
Why social media links need them
Without UTM tags, many visits from social apps arrive with little or no referrer information, so your analytics may lump them under "direct" or a generic social source. With tags, you can see that the LinkedIn post about pricing brought 40 visits and the X post brought 5.
Build links with the free UTM builder, keep names lowercase and consistent, and use them on every post that links to your site. They are especially useful on Facebook, LinkedIn and Pinterest, where links drive traffic. Related: engagement rate.
Frequently asked questions
Do UTM parameters affect my website?
No. The page loads the same; the parameters are only read by analytics tools.
Are UTM parameters case-sensitive?
In most analytics tools, yes: Instagram and instagram show up as two sources. Use lowercase.
Do I need all five parameters?
No. utmsource, utmmedium and utm_campaign are the usual minimum; the other two are optional.
Where do I see UTM data?
In your web analytics tool, for example in the traffic acquisition reports, grouped by source, medium and campaign. The social network itself does not read the parameters.
Can I use UTM links in Instagram posts?
You can, but links in Instagram captions are not the usual way people reach your site. Tag the link in your profile, or use UTM links on networks where links drive traffic, such as Facebook, LinkedIn, Pinterest and X.
Keep reading
- Engagement rateEngagement rate measures how much people interact with your posts relative to your audience or reach. The common formulas and how to use them well.
- Social media APIA social media API lets software read or publish content on a network like Instagram, LinkedIn or X. How publishing APIs work and why tools rely on them.
- AI agentAn AI agent is an AI system that can take actions with tools, not just answer. What makes it an agent, examples, and how agents manage social media posts.
- Carousel postA carousel post is a single social media post with several images people swipe through. Limits on Instagram, TikTok and LinkedIn, and how to make one work.
- Social media glossaryPlain-English definitions of social media scheduling and AI terms: MCP, content calendar, approval workflow, cross-posting, UTM parameters and more.