What are UTM tags?

UTM tags are used to essentially mark links to (landing) pages so that you can track and identify those links in Google Analytics. You add UTM tags to the end of the URL. There are 5 tags that you can use, allowing you to assign 5 different values to a link. These are all marketing-based. It encourages you to think in terms of campaigns.

There are 5 different tags that you can use. Below is an overview of them with a brief explanation:

UTM tag



utm_sourcecampaign source

This contains the source of the visitor's origin, such as Facebook or Startpagina. This value is mandatory.

utm_mediumcampaign mediumThe medium of the source, such as social media or email. Note that source and medium always correspond to each other.
utm_campaigncampaign name

The campaign through which the visitor came to the site, such as summer sale or branding.

utm_termcampaign termThe keyword that the visitor used to come to your site. Especially relevant for AdWords, but you can also use something else here if needed.
utm_contentcampaign contentDescription of the landing page, but also used to indicate variants of A/B tests or the format of a banner.

How to create a link with UTM tags?

To demonstrate how to easily create a link with UTM tags, let's use the example of Toppers in Concert. For this example, we'll use the website https://ticketpoint.nl/evenement/toppers-in-concert/. This event is about to start its ticket sales, and we'll be sending out a newsletter about it. To create a link with UTM tags, there's a handy online URL builder provided by Google. With this tool, you can easily generate a campaign URL.

Enter the URL of the landing page in the URL builder under Website URL. Then, fill in the campaign source as the source, in this case, it's Newsletter (nb). For the medium, we'll use email, and for the campaign name, let's use start_sales. The final URL will look like this: ticketpoint.nl/evenement/toppers-in-concert?utm_source=nb&utm_medium=email&utm_campaign=start_sales