How to set up UTM parameters?

Introduction
UTM parameters (Urchin Tracking Module) are short snippets of text added to the end of a URL to help you track the effectiveness of digital marketing campaigns in tools like Google Analytics. These parameters don’t affect how your page works—they simply allow platforms like Google Analytics to understand where visitors are coming from, what campaign brought them, and how they interacted with your content. If you’re running multiple campaigns (email, Google Ads, social media, etc.), setting up UTM parameters properly gives you clear, accurate data to measure performance.

For example, if Myntra runs ads on Instagram, Google Search, and YouTube, UTM tagging helps them see exactly which channel drove the most purchases or sign-ups.

What Are UTM Parameters?
UTM parameters are five types of tags that you can add to any URL. These include:

1. utm_source – Identifies the source of traffic (e.g., google, facebook, newsletter)

2. utm_medium – Identifies the marketing medium (e.g., cpc, email, social)

3. utm_campaign – Identifies the campaign name or promotion (e.g., summer_sale, product_launch)

4. utm_term – Tracks paid search keywords (mostly for Google Ads)

5. utm_content – Differentiates between multiple ads or links (e.g., button1, textlink)

Example of a URL with UTM parameters
Original URL:
https://www.myntra.com/women-dresses

With UTM:
https://www.myntra.com/women-dresses?utm_source=facebook&utm_medium=social&utm_campaign=summersale&utm_content=videoad1

Step-by-Step: How to Set Up UTM Parameters

Step 1: Decide What You Want to Track
Before creating UTMs, clarify what you want to analyze. Ask:
– What platform is sending the traffic? (utm_source)
– What type of ad or channel is it? (utm_medium)
– What specific campaign is it a part of? (utm_campaign)
– Are there multiple creatives or links? (utm_content or utm_term)

For example, Zara might want to track users from a Facebook story ad promoting a new collection.
utm_source = facebook
utm_medium = social
utm_campaign = winter_launch
utm_content = story_ad1

Step 2: Use Google’s Campaign URL Builder
The easiest way to build UTM-tagged URLs is by using Google’s Campaign URL Builder

1. Paste your website URL

2. Fill out required fields (source, medium, campaign)

3. Optionally, fill in term and content

4. Google will automatically generate a URL with UTM parameters

5. Copy and use this URL in your ad, email, or post

Example:
Website URL: https://www.zara.com/in/en/new-arrivals
Source: instagram
Medium: social
Campaign: jan_launch
Content: video1

Generated URL:
https://www.zara.com/in/en/new-arrivals?utm_source=instagram&utm_medium=social&utm_campaign=jan_launch&utm_content=video1

Step 3: Add UTM-Tagged URLs to Your Ads or Links
Use the generated URL wherever you want to track user behavior. Examples:
– Paste in Google Ads as the Final URL or Tracking Template
– Use in email newsletters for buttons or CTAs
– Add to Instagram or Facebook ad destination links
– Insert in blog posts linking to internal product pages

Step 4: View Campaign Data in Google Analytics
Once your campaign is live and traffic is flowing, open Google Analytics:

1. Go to Google Analytics (GA4)

2. Navigate to Reports > Acquisition > Traffic acquisition

3. Look for Session source/medium or Session campaign

4. Filter by your UTM values to see how each campaign is performing
   You can analyze metrics like users, sessions, bounce rate, conversion rate, and revenue per UTM-tagged campaign.

Best Practices for UTM Setup
– Always use lowercase letters (e.g., utm_source=google, not Google)
– Be consistent in naming conventions (don’t use “newsletter” in one place and “email” in another)
– Use hyphens or underscores to separate words (e.g., winter_sale, not wintersale)
– Avoid using too many terms—stick to the main three: source, medium, campaign
– Keep UTM links clean and avoid using them on internal links (only use for external campaigns)

When to Use UTM Parameters
– Google Ads (though auto-tagging handles most data)
– Social media posts and ads (Facebook, Instagram, LinkedIn)
– Email marketing campaigns
– Influencer or affiliate links
– Banner ads or display campaigns
– QR codes
– SMS campaigns
– Press releases or sponsored content

Example: Zara’s Email Campaign
Zara is launching a new collection and sends a newsletter to 1 million subscribers.
Link: https://www.zara.com/in/en/new-arrivals?utm_source=newsletter&utm_medium=email&utm_campaign=winter2025

When users click this link, Zara can track in Google Analytics how many recipients visited the site, browsed products, added to cart, or made a purchase—all from that email campaign.

Conclusion
Setting up UTM parameters is a simple yet powerful step in digital marketing that gives you visibility into which traffic sources are delivering results. Whether you’re running campaigns for a fashion brand like Zara, an eCommerce platform like Myntra, or a B2B software firm like Accosoft India, UTM tagging helps you make smarter decisions with your data. By consistently applying UTMs across all external campaign links and reviewing their performance in Google Analytics, you’ll know exactly what’s working and where to invest more budget.