Tracking & DataUTM
What is UTM? UTM Parameters and How to Use Them Properly
Also known as: UTM parameter, utm_source, utm_medium, utm_campaign
Short answer
UTM parameters are tags you add to a URL yourself to mark where a visit came from. Unlike a Click ID, which the ad platform creates, you write UTMs, so their tidiness depends entirely on your naming discipline.
Example
`konektor.id/?utm_source=facebook&utm_medium=cpc&utm_campaign=promo-september` marks that visit as coming from the September promo campaign on Facebook.
All five parameters
| Parameter | Contents | Example |
|---|---|---|
utm_source | Platform name | facebook, google, tiktok |
utm_medium | Channel type | cpc, email, organic-social |
utm_campaign | Campaign name | promo-september, product-a-launch |
utm_content | Creative separator | video-30s, testimonial-image |
utm_term | Keyword | ad-tracking-service |
Naming rules that save your reports
- Lowercase everything. Analytics systems treat case as different values.
- No spaces. Use hyphens.
- One agreed list of values for
utm_sourceandutm_medium. - Never put personal data in URL parameters, including names, emails, or phone numbers.
- Test the final URL after redirects, not just the URL you wrote.
Frequently asked questions
- What are the UTM parameters?
- Five: `utm_source` for the platform, `utm_medium` for the channel type, `utm_campaign` for the campaign name, `utm_content` to separate creatives, and `utm_term` for keywords. The first three are almost always required.
- What is the difference between UTM and a Click ID?
- You write UTMs and your own analytics reads them. A Click ID is created by the ad platform and readable only by that platform. UTM answers "from where", a Click ID answers "which click".
- Why is my UTM report a mess?
- Almost always inconsistent naming. `Facebook`, `facebook`, and `FB` count as three separate sources. Use lowercase, no spaces, and write the rules down where the team follows them.
- Do UTMs break Click IDs?
- No, both live happily in one URL. What breaks things is a redirect that strips the query string. Make sure every redirect preserves all parameters.
Related terms
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