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UTM parameters and a naming convention your team can follow
UTM parameters are tags added to a link so analytics tools know where a visitor came from. Without them, traffic from WhatsApp broadcasts, QR codes and social posts often shows up as "direct" or "unknown".
The five parameters
| Parameter | Purpose | Example |
|---|---|---|
utm_source |
Where the traffic comes from | instagram, google, whatsapp, gbp |
utm_medium |
The type of channel | paid_social, cpc, broadcast, organic, qr |
utm_campaign |
The campaign name | diwali_2026, vesu_launch |
utm_content |
Which creative or link | reel_01, carousel_b |
utm_term |
Keyword (mostly for search) | dental_implants_surat |
Example link
https://example.com/offer?utm_source=whatsapp&utm_medium=broadcast&utm_campaign=diwali_2026&utm_content=catalogue_link
Naming rules
- Lowercase only.
- Underscores instead of spaces.
- Use the same source and medium names every time.
- Keep a shared sheet of approved values.
Where to use UTMs
- WhatsApp broadcasts and status links
- Instagram bio links and stories
- Google Business Profile website link
- QR codes on brochures, packaging and signage
- Email newsletters
- Partner and influencer links
Don't add UTMs to internal links on your own website. They overwrite the original source.
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