UTM parameters on your campaign links

A UTM parameter is a label added to the end of a link, so that your analytics can tell where a visit came from. Tapper's campaign link and UTM dialogs let you fill in six of them. Each one is optional.

utm_campaign

The campaign this traffic comes from. Use one name per campaign and keep it for as long as the campaign runs, for example spring_sale.

utm_source

Where this traffic comes from, such as Google, Meta or an email campaign. Use the name of the platform or the list, for example meta, linkedin, tiktok, microsoft or sms.

utm_medium

The type of traffic, such as search, social media or email. Examples are cpc, social and email.

utm_term

The keyword or phrase this traffic comes from, mostly used on paid search. Examples are running_shoes, organic_protein_powder and 4k_tv.

utm_content

The part of the campaign this traffic comes from, such as a specific ad or landing page. Use it to compare two versions of the same campaign, for example top_banner against sidebar_link.

utm_id

A unique ID that tells campaigns apart and tracks their performance, for example SB23-001. Use it when two campaigns share a name or when your reports key on an ID.

Write them so your reports stay clean

• Use lowercase and underscores. Most analytics tools treat Meta and meta as two different sources.
• Spell each value the same way everywhere. A new spelling starts a new row in your reports.
• Put in only what you will read later. A parameter nobody reports on is noise.