UTM parameters are tags added to the end of a URL that tell analytics tools like Google Analytics where a visitor came from: which source, medium and campaign. They make it possible to measure which ads, emails, WhatsApp broadcasts or posts drive traffic and sales.
The five UTM tags
| Parameter | Meaning | Example |
|---|---|---|
utm_source |
Where the traffic comes from | whatsapp, instagram, newsletter |
utm_medium |
The type of channel | broadcast, cpc, email, social |
utm_campaign |
The campaign name | diwali_sale_2026 |
utm_content |
Which creative or link | carousel_2, cta_button |
utm_term |
The keyword (paid search) | crm_software_india |
Example URL
https://yourstore.com/sale?utm_source=whatsapp&utm_medium=broadcast&utm_campaign=diwali_sale_2026
Best practices
- Use lowercase and a consistent naming convention
- Don't use UTMs on internal links within your own site
- Keep a shared spreadsheet of campaign names
- Shorten long links for WhatsApp and SMS using your own domain
Tools
RapBooster's free UTM builder creates clean, consistent tagged links in seconds.
Example
A brand tags links in its WhatsApp broadcast, Instagram bio and email newsletter differently, and finds WhatsApp drove the most purchases for its festive sale.
Related terms
ROAS · CPC · Landing page · Open rate
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