What UTMs are for
UTM parameters are tags appended to a URL so analytics tools can attribute traffic to a specific campaign. They do not change the page content — they label the click.
Example:
https://example.com/offer?utm_source=instagram&utm_medium=social&utm_campaign=ramadan_sale
The three fields you should always set
- utm_source — where the traffic comes from (instagram, newsletter, partner_site).
- utm_medium — the channel type (social, email, cpc, qr, referral).
- utm_campaign — the named initiative (launch_2026, webinar_july).
Optional: utm_content for creative variants, utm_term for paid keywords.
Naming rules that prevent messy reports
- Use lowercase and underscores or hyphens — pick one style and stick to it.
- Never reuse the same campaign name for unrelated launches.
- Document your list in a simple spreadsheet so teammates do not invent new labels weekly.
- Do not tag internal links on your own site — that pollutes acquisition reports.
Build clean links with the UTM link generator.
QR + UTM
When a QR code points to a campaign URL, bake UTMs into the destination before you generate the code. That way print placements show up as their own source/medium instead of vanishing into “direct.”