What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags you add to the end of a URL to track traffic sources. They were created by Urchin Software Corporation (acquired by Google) and are widely used in Google Analytics.

Why are UTMs Important?

UTMs allow you to:

• Know exactly where each visitor comes from
• Measure the performance of different campaigns
• Compare the effectiveness of different channels
• Make decisions based on real data

The 5 Main UTM Parameters

1. utm_source: The traffic source (e.g., google, facebook, newsletter)
2. utm_medium: The media type (e.g., cpc, email, social, organic)
3. utm_campaign: The campaign name (e.g., product-x-launch)
4. utm_term: Search terms (mainly used in paid campaigns)
5. utm_content: Identifier to differentiate links in the same campaign

How to Create Professional UTMs

Basic Example

Original URL:

https://yourcompany.com/product

URL with UTMs:

https://yourcompany.com/product?utm_source=facebook&utm_medium=social&utm_campaign=launch-2026

Best Practices

1. Be consistent: Always use the same values for the same sources
2. Use lowercase: Makes analysis easier and avoids duplicates
3. Be descriptive: Clear names make identification easier
4. Avoid spaces: Use hyphens or underscores
5. Standardize: Create a clear nomenclature and always follow it

How Sourmize Makes it Easy

Sourmize uses AI (Watson) to automatically generate professional UTMs. You just need to describe your campaign in plain English, and Watson creates optimized parameters in seconds.

Example with Sourmize

1. You describe: "LinkedIn post about product X launch"
2. Watson automatically generates:

• utm_source: linkedin
• utm_medium: social
• utm_campaign: product-x-launch
• Optimized title and description

Conclusion

UTMs are essential for any digital marketing strategy. With Sourmize, you can create professional UTMs without needing to understand all the technical details. Try it free and see how easy it is!