What is UTM_Term, UTM_Medium, UTM_Campaign, UTM_Source, UTM_Content?
UTM parameters are tags added to the end of a link. They record where a visitor or lead came from, so your marketing automation tool, CRM and analytics can credit the right channel, campaign and ad.
| Parameter | What it records | Example |
|---|---|---|
utm_source | The site or platform that sent the visitor | linkedin |
utm_medium | The type of traffic | paid_social |
utm_campaign | The campaign name | q4_webinar |
utm_term | The paid search keyword, or another detail such as the audience | finance_leaders |
utm_content | Which ad or link was clicked, to tell ads apart | image_a |
In Metadata Classic, set the default value for each parameter under Settings > UTMs. See All about: UTM Codes and Tracking.