UTM parameters are small snippets of code added to the end of a URL that allow you to track where website traffic is coming from. When someone clicks a link in your email, UTM parameters tell your analytics exactly which campaign, email, and source drove that click.
| Parameter | What It Tracks | Example |
|---|---|---|
utm_source |
Where the link was clicked | capbloom, email, linkedin |
utm_medium |
The marketing channel | email, social, paid |
utm_campaign |
The specific campaign | welcome-sequence, q2-raise |
utm_term |
Paid search keyword (optional) | multifamily-investing |
utm_content |
Variant of the same link | button-top, text-link-footer |
<https://www.yourwebsite.com/invest?utm_source=email&utm_medium=email&utm_campaign=q2-raise&utm_content=email-cta-button>
welcome-email-4 vs email)utm_content to A/B test different CTAs in the same email