what utm parameters are

UTM parameters are query string tags appended to your URLs that tell analytics tools where your traffic came from. Google Analytics, Plausible, and Fathom all read them natively. They don't affect the destination page — only your data.

the five parameters

  • utm_source — where the traffic comes from: twitter, newsletter, google
  • utm_medium — the marketing channel: social, email, cpc, organic
  • utm_campaign — the specific campaign: launch-jan-2026, black-friday
  • utm_term — for paid search: the keyword that triggered the ad
  • utm_content — for A/B testing: which version of an ad or link

a real example

https://ecomtools.dev/links/shopify-liquid-snippets
  ?utm_source=twitter
  &utm_medium=social
  &utm_campaign=product-launch

utm naming conventions

Be consistent — analytics tools are case-sensitive. Twitter and twitter appear as separate sources. Use lowercase, hyphens instead of spaces, and define your naming convention before you start.

what to always tag

  • Every link in email newsletters
  • Every paid ad destination URL
  • Social media links in bio and pinned posts
  • Links in Gumroad and Etsy descriptions pointing back to your site