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Generate properly tagged campaign URLs with utm_source, utm_medium and utm_campaign parameters — track exactly where your traffic comes from.
The referrer — e.g. newsletter, facebook, google
Marketing medium — e.g. email, cpc, social, banner
Product, promo code, or slogan for this specific campaign
Identify paid search keywords
Differentiate similar content or links in the same ad
UTM (Urchin Tracking Module) parameters are small tags added to the end of a URL that tell Google Analytics and other tracking tools exactly where your traffic came from — which campaign, which platform, and which specific link someone clicked. Without them, all your traffic from a newsletter, a WhatsApp share, and a Facebook post looks identical in your analytics.
No. UTM parameters do not affect search rankings. However, avoid using tagged URLs as the canonical link for a page, since search engines could otherwise treat the tagged and untagged versions as separate pages.
No, only use UTM parameters on links you share externally — in emails, social posts, or ads. Tagging internal navigation links can corrupt your own site's traffic source data in analytics.
utm_source identifies where the traffic came from (e.g. facebook), while utm_medium identifies the type of channel (e.g. social). Together they answer 'where' and 'how' a visitor arrived.