UTM parameters on your campaign links

A UTM parameter is a label on the end of a link that tells your analytics where a visit came from. Tapper's campaign link and UTM dialogs let you fill in six of them, all optional.

Tips for each parameter

• utm_campaign: one name per campaign, kept for as long as it runs.
• utm_source: the platform or list name, such as Google, Meta or an email campaign.
• utm_medium: search, social media or email, for example.
• utm_term: mostly for paid search, for example organic_protein_powder or 4k_tv.
• utm_content: a specific ad or landing page. Use it to compare two versions of one campaign, such as top_banner against sidebar_link.
• utm_id: use it when two campaigns share a name or 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 sources.
• Spell each value the same way everywhere. A new spelling starts a new row in your reports.
• Add only what you will read later. A parameter nobody reports on is noise.