Frequently asked questions
What are UTM parameters?
UTM parameters (Urchin Tracking Module) are tags added to the end of a URL that tell Google Analytics where your traffic came from. When a user clicks your link, Google Analytics reads the UTM tags and records the source, medium, and campaign in your reports — so you can see exactly which channels are driving results.
Which UTM parameters are required?
Only utm_source, utm_medium, and utm_campaign are considered essential for meaningful tracking. utm_source tells you where the traffic came from (e.g. google, newsletter), utm_medium tells you the channel type (e.g. cpc, email), and utm_campaign identifies which specific campaign drove the visit.
Does capitalization matter in UTM parameters?
Yes — UTM parameters are case-sensitive in Google Analytics. 'Google' and 'google' will appear as two separate sources in your reports. Always use lowercase and underscores instead of spaces to keep your data clean and consistent. This generator automatically converts your input to lowercase.
Do UTM parameters affect SEO?
No — UTM parameters don't affect your SEO rankings. However, you should avoid sharing UTM-tagged URLs internally on your own website, as Google could potentially index those URLs and create duplicate content issues. Use UTM links only in external campaigns.
Can I use UTM parameters on social media links?
Yes. UTM parameters work on any URL shared anywhere — social media posts, email newsletters, ads, influencer posts, QR codes, and more. When someone clicks the link, the UTM data gets passed to Google Analytics regardless of where the link was shared.
How do I see UTM data in Google Analytics?
In Google Analytics 4 (GA4), go to Reports → Acquisition → Traffic Acquisition. You'll see a breakdown by session source/medium. To see campaign-level data, go to Reports → Acquisition → User Acquisition and group by Campaign. You can also create custom explorations for deeper UTM analysis.