Skip to main content

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters help you track the effectiveness of your marketing campaigns in Google Analytics and other analytics tools.

UTM Parameters

Creating URLs with UTM Parameters

Basic Example

Advanced Example with All Parameters

Campaign Tracking Examples

Email Marketing

Social Media

Influencer Marketing

Best Practices

  • Use lowercase for all parameters
  • Use underscores instead of spaces
  • Be consistent across campaigns
✅ Good: spring_sale_2024 ❌ Bad: Spring Sale 2024
Add tags to group related campaigns:
Monitor campaign performance in Google Analytics:
  • Acquisition → Campaigns → All Campaigns
  • Check conversion rates by source/medium
  • Compare campaign effectiveness
Keep a spreadsheet of your UTM conventions:
  • Campaign names and dates
  • Source/medium combinations
  • Content variations

UTM Builder Helper

Create a reusable UTM builder function:

Analyzing UTM Data

Track your campaign performance:

Common UTM Combinations

Snip automatically appends UTM parameters to your original URL, so you don’t need to include them in the originalUrl field.