Sales Loves MarketingA tracking URL is a link with extra information attached that shows where a visitor came from. The most common kind adds UTM parameters to the end of a normal web address. When someone clicks it, your analytics tool reads those parameters and credits the visit, and any conversion, to the right campaign.
How does a tracking URL work?
There are two main types.
Parameter-based tracking URLs add labels to the address itself:
https://www.example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_launch
The visitor lands on the normal pricing page. Google Analytics reads the labels and reports the visit under the newsletter, email and spring_launch campaign.
Redirect-based tracking URLs send the click to a tracking server first, which records it and then forwards the visitor to the final page. Link shorteners and many affiliate links work this way. See redirection.
Ad platforms also add their own click IDs. Google Ads auto-tagging, for example, adds a Google Click Identifier (GCLID) to the URL so the click can be matched to conversions. It is on by default for new accounts.
What are UTM parameters?
UTM parameters are the standard labels Google Analytics reads. According to Google's documentation:
| Parameter | What it identifies | Example | Guidance |
|---|---|---|---|
| utm_source | The referrer: site, newsletter or platform | newsletter, linkedin | Always use |
| utm_medium | The marketing medium | email, cpc, social | Always use |
| utm_campaign | The campaign, product or promotion | spring_launch | Always use |
| utm_id | The campaign ID | abc_123 | Strongly recommended |
| utm_source_platform | The platform sending the traffic | Search Ads 360 | Strongly recommended |
| utm_term | The paid keyword | crm_software | Optional |
| utm_content | The creative or link, to tell them apart | header_button | Optional |
| utm_creative_format | The creative type | video | Optional, not yet reported in GA |
| utm_marketing_tactic | The targeting, such as remarketing | prospecting | Optional, not yet reported in GA |
How do you create a tracking URL?
- Start with the page you want people to land on.
- Open Google's Campaign URL Builder, or add the parameters by hand: a question mark after the URL, then each parameter joined with an ampersand (&).
- Fill in at least source, medium and campaign, in lowercase.
- Test the link, then check that the visit shows up in your Google Analytics reports.
- Shorten the link if it will appear in print or on social media.
Best practices
- Agree on a naming convention. Values are case-sensitive, so "LinkedIn" and "linkedin" become two sources. Keep a shared sheet of approved values.
- Use tracking URLs only on links that bring people to your site from elsewhere, such as emails, social posts, partner sites and ads. Internal links don't need them.
- Let auto-tagging handle Google Ads and use UTMs for everything else.
- Track down to the deal. Pass the source into your CRM with each form fill, so you can see which campaigns bring revenue, not just visits. See why tracking leads is so important and how to identify companies from paid traffic.
Limits of tracking URLs
Tracking is never complete. Apple's Link Tracking Protection removes information used to track people across websites from links shared in Messages and Mail and from links in Safari Private Browsing. Safari also limits cookies set on landing pages reached through links with click IDs. Expect some visits to arrive without a known source.
Related terms
Frequently asked questions
What does a tracking URL look like?
It is the landing page address followed by a question mark and parameters joined with ampersands, for example example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_launch. The page loads as normal; the parameters are read by your analytics tool.
Which UTM parameters are required?
Google Analytics says to always use utm_source, utm_medium and utm_campaign. It strongly recommends utm_id and utm_source_platform, and utm_term and utm_content are optional. Missing parameters show up as "(not set)" in reports.
Do I need UTM tags for Google Ads?
Usually not. Google Ads auto-tagging adds a Google Click Identifier (GCLID) to your ad URLs, and it is on by default for new accounts. Use UTM tags for other channels, such as email, social posts and partner links.
Are UTM parameters case-sensitive?
Yes. Google Analytics treats utm_source=google and utm_source=Google as two different sources. Use lowercase for every value to keep reports clean.