Question 1

What are UTM parameters?

Accepted Answer

UTM (Urchin Tracking Module) parameters are tags added to a URL that tell analytics platforms like Google Analytics where traffic came from. The main parameters are utm_source (e.g. "newsletter"), utm_medium (e.g. "email"), and utm_campaign (e.g. "spring-sale").

Question 2

Are UTM parameters case-sensitive?

Accepted Answer

Yes — Google Analytics treats utm_source=Google and utm_source=google as different sources. Use consistent lowercase naming conventions across your campaigns to avoid fragmented data.

Question 3

What is utm_content used for?

Accepted Answer

utm_content is used for A/B testing and differentiating between multiple links in the same campaign. For example, if you have two different calls-to-action in one email, use utm_content=cta-header and utm_content=cta-footer to track which performs better.

UTM URL Builder

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UTM URL Builder

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