UTM parameters
There are five standard UTM parameters that you can add to the end of your campaign links:
Standard UTM parameters
| Parameter | What it tells you | Example values | Analogy |
|---|---|---|---|
| utm_source | Identifies where the traffic originated. Helps you see which platform or referrer drove visitors to your site. | google, linkedin, newsletter, trade_show |
The place they came from |
| utm_medium | Shows the marketing channel or method used to deliver the message. | email, cpc, banner, organic, event |
The type of road they took |
| utm_campaign | Specifies the campaign, promotion, or theme that the link is associated with. | spring_sale, ebook_launch, black_friday, q2_brand_ads |
The vehicle they used |
| utm_term | Captures the paid keyword used in search ads that led to the visit. | crm+software, marketing+automation |
The signpost that guided them |
| utm_content | Differentiates multiple links or creative elements within the same ad or campaign. | cta_button, header_banner, textlink_a |
The lane they chose |
Best practices for UTM naming
Follow these guidelines to ensure consistent and accurate UTM tracking in SuperOffice and analytics tools.
Lowercase only: Use lowercase for all UTM values to avoid duplicate entries.
Use underscores or hyphens: Pick one separator and use it consistently (for example,
webinar_sept2025).Document your structure: Create a simple guide so everyone on your team tags links the same way.
Automate tagging: Use a UTM builder tool to reduce manual errors and enforce your convention.
Audit regularly: Check your analytics for inconsistencies and clean up as needed.
Use a consistent naming format: Agree on a campaign name format and apply it to all links.
Example campaign name:
leadgen_smb_webinar_sept2025
Example tracking URL:
https://yourcompany.com/signup?utm_source=linkedin&utm_medium=social&utm_campaign=leadgen_smb_webinar_sept2025
To learn how these parameters are used to measure lead sources in SuperOffice CRM, see Conversion tracking.