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Where did my user/customer/visitor come from? – This is probably one of the most popular questions that marketers love finding answers to because the direction of further efforts depends on it.

A simple query strong at the end of your URLs can give you the answer. The query string communicates information such as the source of the users. Now, you will say that Google Analytics already shows you sources. That's right, but Google Analytics only shows the sources it can process first. For example, if the user visits your website from an external link, it can detect and show in the sources tab in Google Analytics. But, if somebody from the email clicks your website link, it will fall under a direct website visit. You wouldn't know the exact source in that case. That's where UTM parameters come to help.

Let's say you ran a campaign and sent the landing page link in email, SMS, and social messages. With UTM parameters in place, you can know exactly how many people came from which source and which link in social media posts got maximum traction.

HubSpot Marketing Hub users have the upper hand and know about high-level traffic sources. But, the UTM parameter helps them further know specific pages and posts within those traffic sources.

The Usual Information, a UTM Parameter, Tells

Where is the traffic coming from

First, you can identify the website from which the traffic is coming. Models include:

  • Paid posts and sponsored listings (paid ads, sponsored posts, etc.)
  • Other websites (your own, competitor's, publisher's sites)
  • Search engines (Google, Bing, Yahoo, etc.)
  • Social websites (Instagram, Facebook, Pinterest, YouTube, LinkedIn, etc.)

Which general channel the traffic came from

It's also important to know the source's general classification. This way, you can determine whether investing in social media is a good idea. You can use organic search, social media, CPC, email, and other channels.

What kind of content was clicked on most frequently

A picture, a sidebar interface, or a link in the menu? The content UTM parameter allows you to identify this data. If no clicks are coming from that content, this is essential for determining whether you need to add more images, for example, or improve the link structure in your sidebar.

Which term they used to access the page

UTM links can also assist you in determining which terms are bringing visitors to a particular page. Using the term parameter, you can identify which keywords bring the most traffic to your website and which require more attention.

UTM Tracking URL Example

A URL with UTM placed at the end of it looks like this:


We know this is somewhat confusing for some people. Let's break down the UTM source for easy understanding.

https://www.avantahub.com/blog/how-many-images-are-too-many-images-in-an-email: This is the page's base URL.

  • ?: This informs your analytics software that a series of UTM parameters will be used in the future.
  • utm_campaign=blog_post: This is the first UTM parameter, and it only applies to the visitor's campaign (a blog post campaign in this instance).
  • &: This indicates that a subsequent UTM parameter will be used.
  • utm_medium=social: This is the second parameter, specifically for the visitor's source (social in this instance).
  • &: This indicates that a subsequent UTM parameter will be used.
    utm_source=facebook: This is the final parameter specific to the visitor's website (in this case, Facebook).

In the example above, you imply that Facebook should be credited with traffic from people who click this link once it arrives. Facebook is the "source," while social media is the "medium."

UTM Parameters Examples

  • Campaign UTM Parameter Example: utm_campaign=blog_post
  • Source UTM Parameter Example: utm_source=facebook
  • Medium UTM Parameter Example: utm_medium=social_media
  • Content UTM Parameter Example: utm_content=sidebar_link or utm_content=header_link
  • Term UTM Parameter Example: utm_term=HubSpot+partner

Best Practices for UTM Tracking When Creating and Using UTM Tracking URLs:

  • Create a standard for link tagging and a UTM parameter guide to ensure consistency in your URLs and links.
  • Make a list of your UTM links so everyone on your team can see which ones have been tagged.
  • Connect UTM tracking to your CRM, like HubSpot, to see how your bottom line looks.
  • Ensure your URL UTM parameters are precise, so your tags are clear about what you're tracking and where.
  • UTM codes are case-sensitive, so use all lowercase or uppercase characters.
  • Keep names short yet distinct (for example, "US" versus "United_States").

How to Create UTM Tracking URL in HubSpot

Go to the top bar, click on the Reports tab, then click Analytics.
 Creating UTM in HubSpot 1
On the following page, click on the option Tracking URL Builder.
Creating UTM in HubSpot 2 

The page with all your UTMs will appear. You will also see the option to create a new tracking URL here. Click on the Create Tracking URL button at the top right side of the page.

Creating UTM in HubSpot 3

On the following page, fill in the required details. UTM medium, term, and content examples are shown above.
Creating UTM in HubSpot 4 

If you need assistance building a solid Tracking URL structure across campaigns, consult with AvantaHub experts.