Each tag has its own purpose. While the value of each of them is flexible, there are some general rules to consider.
| Source (utm_source) |
This should identify where the link was placed. For example, this could be a search engine, a newsletter, a social network. |
| Example: google |
|
| Medium (utm_medium) |
Use this tag to identify the medium the link appears in. For example, an email, a PPC campaign, or a social media post. |
| Example: email |
|
| Name (utm_name) |
This should be the name of your campaign or promotion. This could be "summer sale", "new shop" or similar. |
| Example: summer-sale |
|
| Term (utm_term) |
If your link will appear in a place where keywords will come into play (e.g. a search engine), use this for the keywords. |
| Example: google |
|
| Content (utm_content) |
Will your link appear in different places? Are you doing A/B testing? If so, use this to identify where it was clicked. |
| Example: top-logo | |