What Are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags added to URLs that help you track the effectiveness of your marketing campaigns. They work with analytics tools like Google Analytics to show you where your traffic is coming from.
The Five UTM Parameters
utm_source (Required)
Identifies where the traffic is coming from.
Examples: google, newsletter, twitter, facebookutm_medium (Required)
Identifies the marketing medium.
Examples: cpc, email, social, bannerutm_campaign (Required)
Identifies the specific campaign name.
Examples: spring_sale, product_launch, brand_awarenessutm_term (Optional)
Identifies paid keywords in search campaigns.
Examples: running+shoes, best+dealsutm_content (Optional)
Differentiates similar content or links within the same ad.
Examples: header_link, footer_link, blue_buttonAdding UTM Parameters in Shortn
You can add UTM parameters when creating or editing a link:
- Open the link creation form or edit an existing link
- Scroll to the UTM Parameters section
- Fill in the parameter fields
- The parameters are automatically appended to your destination URL
Shortn stores your UTM parameters separately from the destination URL, so you can easily update them without changing the original link.
Best Practices
- Use lowercase for all UTM values for consistency
- Use underscores or hyphens instead of spaces
- Keep parameter values short but descriptive
- Document your naming conventions for your team
- Be consistent with your parameter values across campaigns
Example UTM URL
Original URL:
https://example.com/products/shoesWith UTM parameters:
https://example.com/products/shoes?utm_source=twitter&utm_medium=social&utm_campaign=spring_saleUsing UTM with Campaigns
Pro users can set default UTM parameters at the campaign level. When you add links to a campaign, these defaults are automatically applied, ensuring consistent tracking across all your campaign links.