The UTM parameter (Urchin Tracking Module parameter), or UTM code, is a short text code added to the URL address. Thanks to UTM, we can monitor the performance of a website or a marketing campaign.


The UTM code works so that if someone clicks on a UTM link, Google Analytics records this information and allows you to analyze the visitor activity. It is given that URLs with UTM parameters have a particular form: UTM parameters are separated from the standard URL addresses by a question mark, “?“. This character “&” separates the individual UTM parameters in the URL address (utm_parametr=value). Five types of UTM parameters are generally known:  

  • UTM _ medium – Parameter determining how the links are displayed. (Required parameter).
  • UTM _ campaign – Parameter to distinguish marketing campaigns. (Required parameter)
  • UTM _ source – Parameter by which we specify the place where the link is displayed. (Required parameter)
  • UTM _ term – Parameter for search campaigns, where we can identify the searched keyword. (Optional parameter)
  • UTM _ content — Parameter determining the content of a marketing campaign. (Optional parameter)

For proper use, it is recommended that the parameters be added to all links on your website.

Do you need a UTM?

You can create UTM code for example by using Campaign URL Builder.