Skip to content

UTM Parameters Guide

Master campaign tracking with our UTM builder and see exactly where your traffic is coming from.

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL to track the performance of marketing campaigns. They allow tools like Google Analytics to report on where visitors originated.

The Five Standard Parameters

  • Source (utm_source): The platform where the link is shared (e.g., facebook, google, newsletter).
  • Medium (utm_medium): The marketing medium (e.g., social, cpc, email).
  • Campaign (utm_campaign): The specific campaign name (e.g., summer_sale_2026).
  • Term (utm_term): Used for paid search keywords.
  • Content (utm_content): Used to differentiate between two similar ads or links (e.g., banner_top vs. sidebar_link).

Using the Lox UTM Builder

Note: UTM parameters are available on Pro plans.

When creating or editing a link in Lox, you can use our built-in UTM builder to automatically append tracking parameters to your destination URL.

  1. Navigate to Links and click Create Link (or edit an existing link).
  2. Enter your destination URL as usual.
  3. In the advanced settings, fill in the UTM Parameter fields — Source, Medium, Campaign, Term, and Content.
  4. Optionally, load values from a saved UTM Template to reuse common parameter combinations.
  5. Click Create Link to save.

UTM Templates

If you frequently use the same UTM parameters across multiple links, you can create UTM Templates from the dedicated page in the sidebar. Save your common source, medium, and campaign combinations once, then apply them to any link with a single click.

Practical Examples

Here are common UTM parameter combinations for different marketing channels:

Email Newsletter

  • Source: newsletter
  • Medium: email
  • Campaign: weekly_digest_feb2026

Social Media Post

  • Source: instagram
  • Medium: social
  • Campaign: product_launch
  • Content: story_swipeup

Paid Search Ad

  • Source: google
  • Medium: cpc
  • Campaign: brand_awareness
  • Term: url_shortener

Best Practices

  • Be consistent: Use lowercase and underscores for all parameter values (e.g., summer_sale, not Summer Sale).
  • Keep it descriptive: Choose names that your team will understand months later when reviewing reports.
  • Don't over-tag: Source, Medium, and Campaign are usually enough. Use Term and Content only when they add clarity.
  • Document your conventions: Maintain a shared spreadsheet or guide so everyone on your team uses the same naming patterns.

Viewing UTM Data in Analytics

Once visitors click your tagged links, you can view the campaign performance in your Lox analytics dashboard. Filter by source, medium, or campaign name to see which channels drive the most clicks and conversions.