UTM Tags Explained: Know Which Campaigns Bring Visitors

On this page

1. What UTM tags look like
2. The main parameters
3. Where to use them
4. Where not to use them
5. Keep naming consistent
6. Reading the results

When someone clicks a link in a WhatsApp message, Instagram bio or email, Google Analytics often can't tell where they came from. UTM tags fix that by adding a few labels to the link.

What UTM tags look like

A tagged link adds parameters after a question mark, for example: ?utm_source=linkedin&utm_medium=social&utm_campaign=diwali-offer

The main parameters

Parameter	Meaning	Example
utm_source	Where the traffic comes from	linkedin, whatsapp, newsletter
utm_medium	The type of channel	social, email, cpc, qr
utm_campaign	The specific campaign	diwali-offer, spring-webinar
utm_content	(Optional) which link or creative	banner-a, bio-link

Where to use them

• Social media posts and profile links
• WhatsApp broadcasts and status links
• Email newsletters
• QR codes on flyers, cards and banners
• Partner and guest article links you control

Where not to use them

Don't add UTM tags to internal links on your own website. That overwrites the original source of the visit and messes up your data.

Keep naming consistent

• Use lowercase
• Use hyphens instead of spaces
• Keep a simple spreadsheet of sources, mediums and campaign names

Reading the results

In GA4, traffic acquisition reports show sessions and key events by source, medium and campaign. Combine with event tracking to see which campaigns actually bring enquiries; see GA4 events explained.

For planning campaigns, see seasonal campaigns and repurposing content for social media.