Blog

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  Analytics Basics utm_source vs utm_medium vs utm_campaign vs utm_content

  Four UTM parameters, four jobs. utm_source is the specific place a click came from, like reddit. utm_medium is what kind of place that is, like social. utm_campaign is the push it belongs to, like launch_week. utm_content separates two links inside that same push. Three of the four are yours to name freely. Medium is the exception: Google matches it against a fixed list to decide which channel your visit belongs to, and an invented value quietly lands in a bucket called Unassigned.

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  Analytics Basics What Are UTM Parameters? A Plain-English Guide

  A UTM parameter is a short label you add to the end of a link so your analytics can tell you where each visitor came from. The page they land on does not change. It matters because links shared in places like Slack, WhatsApp and Discord usually arrive with no source at all, so without a tag you cannot tell which community sent you the people who signed up. If you only ever use one label, use utm_source.