---
title: What Are UTM Parameters? Examples and Best Practice | WebManics
description: UTM parameters are tags added to links so analytics can show where visitors came from. The five UTM tags, examples and rules to keep your tracking clean.
---

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5. UTM parameters

# UTM parameters

**UTM parameters** (or UTM codes) are short tags added to the end of a link that tell analytics tools like Google Analytics 4 and HubSpot exactly where a visitor came from, such as a specific email, social post or ad. They let you see which campaigns bring in enquiries, not just traffic.

- [Analytics and Testing](https://webmanics.com/glossary/tag/analytics-and-testing)

Updated 8 November 2026 • 3 min read

On this page

[All glossary terms A–Z](https://webmanics.com/glossary)

## UTM parameters in plain English

Without UTMs, a visitor who clicks a link in your newsletter, a WhatsApp message or a partner's website may show up in your analytics as "direct" or simply as a referral. Adding UTM tags labels the link, so the visit, and any enquiry that follows, is credited to the right campaign.

A tagged link looks like this:

`https://example.co.uk/offer?utm_source=newsletter&utm_medium=email&utm_campaign=spring_offer`

## The five main UTM parameters

- **utm\_source**: where the traffic comes from, such as newsletter, facebook or partner-site.
- **utm\_medium**: the type of channel, such as email, social, paid\_social or cpc.
- **utm\_campaign**: the campaign name, such as spring\_offer or open\_day\_2026.
- **utm\_content** (optional): which link or creative was clicked, useful for comparing two buttons or ads.
- **utm\_term** (optional): the paid search keyword, mostly used for ads.

You can build tagged links with Google's free Campaign URL Builder, or in HubSpot's tracking URL tool.

## Why UTMs matter for CRO

[Conversion rate optimisation](https://webmanics.com/glossary/conversion-rate-optimisation) depends on knowing which visitors convert. UTMs let you compare [conversion rate](https://webmanics.com/glossary/conversion-rate) by campaign, spot channels that send lots of visitors but few enquiries, and work out your true [customer acquisition cost](https://webmanics.com/glossary/customer-acquisition-cost) per channel. They also show whether a [landing page](https://webmanics.com/glossary/landing-page) works better for one audience than another.

## Rules for clean UTM tracking

1. **Be consistent.** Pick a naming convention and stick to it. "Facebook", "facebook" and "fb" show up as three different sources.
2. **Use lowercase** and underscores or hyphens, never spaces.
3. **Never use UTMs on internal links** between pages of your own site. They overwrite the original source and break your reporting.
4. **Keep a simple shared log** of the tags you use, so everyone tags the same way.
5. **Do not tag Google Ads links manually** if auto-tagging is switched on. It handles tracking for you.

## Common mistakes

- Tagging some campaign links and forgetting others, which makes comparisons misleading.
- Putting personal information in UTM values. Keep them to campaign names only.
- Creating tags but never checking the reports.

## Related terms

- [Customer acquisition cost (CAC)](https://webmanics.com/glossary/customer-acquisition-cost)
- [Bounce rate](https://webmanics.com/glossary/bounce-rate)
- [Conversion rate](https://webmanics.com/glossary/conversion-rate)

## How WebManics can help

We set up GA4, Google Tag Manager and HubSpot with a clear UTM naming system, so every enquiry is recorded with its source and you can see which marketing is worth paying for. Get a [free website conversion audit](https://webmanics.com/website-conversion-audit) that includes a tracking check, or let our [CRO Growth Retainer](https://webmanics.com/services/cro-growth-retainer) keep your reporting accurate month to month.

## Want more enquiries from your website?

Get a free website conversion audit. We’ll show you what’s stopping visitors from getting in touch, and what to fix first. No obligation.

[![Request a free audit](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/143736829/interactive-87103837382.png)](https://webmanics.com/hs/cta/wi/redirect?encryptedPayload=AVxigLJB%2F95fsBcONMOgxJfr%2BHFyvo%2FDdLD0zfssoQihS0dY5SxkKdBVBY4JBTuqkJ7LFlV7AX5BQ7DE%2B2sYnWtwIihnFBDagh4tnpQQgMSmPDI8FIGrfDA0FURvW6dfPS5dasrk4aUInnS2j%2BI5Jl9rep8MSpOYnSFoS3qvWajFe%2Fb5llmYtF8orjyoXqPkeBtIm4T8YzXHEd%2FijgLFGE%2BvGYisQdr%2FHuuewyIhEbVwHfqskQo%3D&webInteractiveContentId=87103837382&portalId=143736829)

## More definitions

[Browse all terms A–Z](https://webmanics.com/glossary)

### [Lead magnet A lead magnet is something genuinely useful that you offer for free in exchange for a visitor's contact details. Example... Read definition](https://webmanics.com/glossary/lead-magnet)

### [Social proof Social proof is evidence that other people already trust, use or recommend you, such as reviews, star ratings, testimoni... Read definition](https://webmanics.com/glossary/social-proof)

### [Conversion rate optimisation (CRO) Conversion rate optimisation (CRO) is the process of getting more of the people who already visit your website to take a... Read definition](https://webmanics.com/glossary/conversion-rate-optimisation)

## Clarity first.   Conversion next.

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