Campaigns · 6 min
What Are UTM Parameters?
A clear guide to campaign source, medium, name, content and term parameters.
Published 2026-08-30 · Updated 2026-09-18The five common fields
utm_source identifies the publisher or platform, utm_medium identifies the channel type and utm_campaign identifies the initiative. utm_content can distinguish placements or creative, while utm_term was designed for paid-search keywords.
Build a naming convention
Choose lowercase values, one separator and a controlled campaign identifier. Email, e-mail and Email become separate rows in many analytics systems, turning a simple question into cleanup work.
Do not destroy existing queries
A safe builder parses the URL, preserves unrelated query parameters and encodes values correctly. Inspect the final destination and test the analytics destination before distributing the short link.