# UTM parameters

> Tags added to the end of a link that tell analytics tools the source, medium and campaign of the visit.

Source: https://datacenter.so/glossary/utm-parameters
Also called: UTM tags, UTM codes, campaign parameters.

UTM parameters are query string tags added to a link, such as `?utm_source=instagram&utm_medium=social&utm_campaign=spring-sale`. Every major analytics tool reads them and uses them as the source of the visit.

The five classic parameters are `utm_source`, `utm_medium`, `utm_campaign`, `utm_content` and `utm_term`. GA4 also reads `utm_id` and `utm_source_platform` ([Google](https://support.google.com/analytics/answer/10917952)). Values are case sensitive.

Use them on links that point to your site from somewhere else: ads, emails, social posts, QR codes. Never on links between your own pages. The [UTM parameters guide](https://datacenter.so/guides/utm-parameters) has a naming scheme you can copy.

## Related terms

- https://datacenter.so/glossary/utm-source
- https://datacenter.so/glossary/utm-medium
- https://datacenter.so/glossary/utm-campaign
- https://datacenter.so/glossary/utm-content