Understanding UTM Parameters

UTM values are labels carried in a destination URL. They are not data fetched from an advertising API.

DIRECT ANSWER

Choose consistent, privacy-safe campaign values.

What UTM parameters mean and how to use them.

utm_source

The platform or publisher, such as google, linkedin or newsletter.

utm_medium

The channel type, such as cpc, paid_social or email.

utm_campaign

A stable campaign name or a verified platform macro.

utm_term

A supplied keyword or targeting label. It is not automatic keyword enrichment.

utm_content

A supplied ad, creative or link label. It is not automatic creative enrichment.

gclid

A Google click identifier. Do not invent it; Google supplies it when applicable.

KNOWN LIMITS

Read the result narrowly.

Avoid names, email addresses, phone numbers and other personal data. Keep one value per UTM key, preserve URL fragments, encode static special URL characters and do not encode platform macro delimiters before the platform resolves them.

NEXT ACTION

Continue with the next relevant Help task.

Use the Help navigation to keep campaign setup, testing and troubleshooting connected.

Help Center