What are UTM Parameters?

As per wikipedia: 

Urchin Tracking Module (UTM) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics’ predecessor Urchin and, consequently, are supported out-of-the-box by Google Analytics. The UTM parameters in a URL identify the campaign that refers traffic to a specific website,[1] and attributes it to the browser’s website session and the sessions after that until the campaign attribution window expires. The parameters can be parsed by analytics tools and used to populate reports.[2]

UTM parameters are associated with Google Analytics. So after you have the google analytics tracking code you will start seeing analytics in your dashboard.

But you will always have questions in mind about the traffic



From where is the traffic coming?


How is it coming to my website?


Why is it coming?


What is it looking for?

All these can be answered by simply using the following UTM Parameters.

Parameter Purpose Examples
utm_source (required) Identifies which site sent the traffic, and is a required parameter. utm_source=Google


Identifies what type of link was used, such as cost per click or email. utm_medium=cpc
utm_campaign(required) Identifies a specific product promotion or strategic campaign. utm_campaign=spring_sale
utm_term Identifies search terms. utm_term=running+shoes
utm_content Identifies what specifically was clicked to bring the user to the site, such as a banner ad or a text link. It is often used for A/B testing and content-targeted ads.


Now if you add these parameters to any of the links which you share in public you get what is called the UTM Links.

Till now digital marketeers had been using Google URL Builder and Spreadsheets to create and manage the UTM Links.

Linklibs makes your life easier by doing this automatically within the app. No need to visit any website.