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UTM Parameters.
UTM parameters are additions to the end of a URL that tell an analytics tool where a visit came from — for example which newsletter, which social media post or which campaign. The five standard parameters are utm_source, utm_medium, utm_campaign, utm_term and utm_content.
UTM Parameters — Explained in Detail
Without tagging, web analytics often does not know where a visitor came from. A click from an email, a PDF, a WhatsApp message or an app frequently shows up as 'direct'. UTM parameters solve the problem by writing the source into the link itself. https://example.ch/offer becomes, for example, https://example.ch/offer?utm_source=newsletter&utm_medium=email&utm_campaign=spring-2026.
The parameters have fixed roles. utm_source names the source (newsletter, linkedin, flyer), utm_medium the type of channel (email, social, qr), utm_campaign the promotion. Optionally, utm_term describes the search term and utm_content the variant, for example two different buttons in the same newsletter. Google Ads and Microsoft Ads generally do not need UTM parameters, because automatic linking via a click ID already passes on the source.
The most common mistake is inconsistency. If you write 'LinkedIn' once, 'linkedin' once and 'li' once, you get three separate sources. That is why UTM parameters need a simple naming convention: everything lower case, hyphens instead of spaces, a fixed list of permitted values for source and medium. A shared spreadsheet in which every campaign link is generated and documented prevents things getting out of hand.
A second mistake is UTM parameters on internal links. If a link within your own website is tagged, analytics starts a new session with the wrong source and overwrites the real origin. UTM parameters belong only on links that lead to the website from outside. For search engine optimisation they are harmless, as long as the pages have a correct canonical tag.
Example: telling flyer, QR code and newsletter apart
Suppose a medical practice opens a second location and advertises with a flyer in the neighbourhood, a post on Instagram and a newsletter to existing patients. All three lead to the same online appointment booking page. Without tagging, the report only shows a rise in visits. With three links — utm_source=flyer&utm_medium=qr, utm_source=instagram&utm_medium=social and utm_source=newsletter&utm_medium=email, each with utm_campaign=location-oerlikon — the analysis shows which channel brought in appointments.
The QR code on the flyer contains the tagged link, so that printed advertising becomes measurable at all. How such measuring points are set up together with forms and call clicks is described under Conversion Tracking Agency Zurich; the analysis takes place in Google Analytics 4 or a cookie-free alternative. Which channels are worthwhile after the analysis is something we discuss in our digital marketing consulting.
Related Page
Google Analytics 4 (GA4)Frequently Asked Questions About UTM Parameters
Generally not. If Google Ads is linked to Google Analytics and auto-tagging is active, the source is passed on via a click ID. Additional UTM parameters can even lead to conflicts.
No, as long as the page sets a correct canonical tag pointing to the URL without parameters. Google then recognises that it is the same page and does not index the parameter variant separately.
In practice, utm_source, utm_medium and utm_campaign are needed. utm_term and utm_content are optional and only useful if variants or search terms are to be distinguished.
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