UTM Parameters

UTM parameters are standardized tags added to the end of a URL that describe where a click came from. Analytics and tracking tools read them when the page loads and attribute the visit – and later conversions – to the right source, campaign and ad. UTM stands for Urchin Tracking Module, named after the predecessor of Google Analytics.

The five UTM parameters

Example

A link from a Meta ad to a recruiting landing page could look like this:

https://example.com/jobs?utm_source=facebook&utm_medium=paid_social&utm_campaign=nurses_q4&utm_content=video_v2

If someone applies through this link, you know the application came from Facebook, from the campaign nurses_q4, via the ad video_v2. If the campaign costs $1,500 and brings in 30 applications, 20 of them from video_v2, you immediately see which ad delivers cheaper leads.

Use the free UTM builder to create links like this without typos.

UTM parameters for lead generation

UTMs are only present in the URL on the first page view. If the visitor fills out the form on another page or days later, the values have to be stored and linked to the lead – otherwise your CRM ends up with a lead without a source.

LeadMetrics captures UTM parameters, click IDs and its own ad parameters on the visit, stores them in the session and attributes them to the lead, even if they convert later (lead tracking). That lets you analyze leads, deals and revenue down to the ad level.

Common mistakes

• Inconsistent naming: Facebook, facebook and fb show up as three different sources. Agree on a fixed naming convention.
• UTMs on internal links: This overwrites the original source and skews attribution.
• Personal data in UTMs: Email addresses or names don't belong in a URL.
• Redirects that drop parameters: Check that UTMs are still attached to the final URL after redirects.