UTM parameters
UTM parameters are short labels you attach to the end of a link, such as ?utm_source=facebook, so analytics tools such as GA4 can see exactly which source, campaign or ad a visitor comes from.
- 3 min read
What are UTM parameters?
UTM parameters are additions at the end of a web address. They don't change anything about the page itself, but pass information on to your analytics tool. A link with UTM parameters looks like this, for example: yourcompany.nl/heat-pump/?utm_source=newsletter&utm_medium=email&utm_campaign=spring.
There are five standard parameters. You'll use the first three almost every time.
- utm_source: the source, such as facebook, newsletter or tradeshow.
- utm_medium: the type of channel, such as email, cpc, social or qr.
- utm_campaign: the name of the campaign, such as spring-insulation.
- utm_content: to tell variants apart, such as two ads or two buttons.
- utm_term: the keyword, especially in paid search campaigns.
The name UTM comes from Urchin, the company Google once acquired and from which Google Analytics emerged.
Why it matters for your business
Without UTM parameters, your analytics tool often doesn't know where a visitor comes from. Visitors from a newsletter, a WhatsApp message or a QR code on your van then come in as direct traffic or as a generic referral. You see that something is happening, but not what's causing it.
With UTM parameters, you can see in GA4 exactly which action brings in visitors and enquiries. Did the newsletter about subsidies bring in enquiries? Does the ad with the video work better than the one with the photo? Does the QR code on the site sign bring anything in?
That makes it easier to decide where to put your time and budget. You steer on what brings in enquiries rather than on what feels good.
How it works
You add the parameters to the end of the link you share. When someone clicks it, GA4 reads the values and links the visit, and everything that happens afterwards, to that source, that medium and that campaign. You'll find them in the reports on traffic sources.
You create the links yourself or with a free URL builder from Google. What matters is that you always use the same spelling. GA4 sees Facebook and facebook as two different sources.
An example. Say a contractor puts a QR code on the site signs at projects, leading to the website. The company also sends a newsletter every quarter and posts project photos on Facebook with a link. In GA4, little of all those actions can be seen. Most of the traffic shows up as direct or as referral.
After that, every action gets its own link. The QR code on the site signs uses utm_source=site-sign and utm_medium=qr. The newsletter uses utm_source=newsletter and utm_medium=email, with the month as the campaign. Facebook posts get utm_source=facebook and utm_medium=social. After a few months, it turns out the site signs bring in a surprising number of enquiries from near projects, and the Facebook posts mainly bring visitors without an enquiry.
Common mistakes
The most common mistake is inconsistent spelling. One time Newsletter, the next time newsletter, then mail again. Your figures get fragmented and are hard to compare.
A second mistake is using UTM parameters on internal links, for example on a button from your homepage to a service page. GA4 then starts a new session with the wrong source and you lose the real origin.
Also often seen: adding UTM parameters manually to Google Ads while auto-tagging is on. Google Ads uses the GCLID. Double tagging can disrupt attribution if it isn't set up properly.
A fourth mistake is too much detail in your campaign names, so every action gets a name of its own and you can't add anything up any more. Keep campaign names short and recognisable, and use utm_content for the variants.
Finally, links with parameters sometimes cause duplicate URLs in search engines. A good canonical URL prevents that.
How to approach it
Make a fixed list of values for source and medium, and agree that you write everything in lower case. Keep a simple overview of the links you create, with the date and the action alongside.
Use UTM parameters for everything that happens outside your website and outside Google Ads: newsletters, social media, QR codes on vans, signs and leaflets, links in quotes and messages via WhatsApp. Let Google Ads handle the source with auto-tagging.
Never use them on internal links. After a few weeks, check in GA4 whether the sources are coming in correctly and see which actions bring in enquiries.
Do you also want to record the origin of every enquiry in your CRM, so you can see which source brings in signed jobs? We set that up as part of conversion tracking and dashboards.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
Do UTM parameters affect my SEO?
UTM parameters have no direct effect on your rankings. They can create extra URLs for the same page, though. With a canonical tag pointing to the URL without parameters, you prevent duplicate content.
Should I use UTM parameters in Google Ads?
Usually not. With auto-tagging, Google Ads adds a GCLID itself, which lets GA4 recognise the source of ad clicks. Only add UTM parameters if you have a specific reason to and know how it works together with auto-tagging.
Which UTM parameters are required?
None is technically required, but use at least utm_source, utm_medium and utm_campaign. They show you the source, the type of channel and the action. utm_content and utm_term are handy for telling variants or keywords apart.
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