UTM Parameters

The five UTM parameters

• utm_source: where the traffic comes from, such as google or newsletter.
• utm_medium: the type of channel, such as email, cpc, or social.
• utm_campaign: the campaign name, such as spring_sale.
• utm_term: the paid search keyword, if any.
• utm_content: which link or ad version was clicked, useful for A/B tests.

UTM stands for Urchin Tracking Module. Urchin was a web analytics company that Google bought in 2005.

Example

A link in a newsletter: https://example.com/demo?utm_source=newsletter&utm_medium=email&utm_campaign=november. Analytics tools show visits from that link under the newsletter source.

UTM parameters and forms

To know which campaign produced each form submission, the form must keep the UTM values. Some form builders capture them automatically. Others need hidden fields that are filled from the link.

UTM parameters in FormFlux

FormFlux form analytics captures utm_source, utm_medium, and utm_campaign, and stores them with each response. You can also pass other values to hidden fields with URL prefilling.