# [[UTM Parameters]] _Created: 2025-07-01_ | #webanalytics #google | [[Google]] UTM parameters are the global standard for tracking digital marketing campaigns across analytics platforms. [Urchin Software Corporation](https://en.wikipedia.org/wiki/Urchin_(software)) in the early 2000s developed these parameters to help marketers and analysts track the effectiveness of online campaigns by tagging URLs. In 2005, [Google acquired Urchin Software](https://web.archive.org/web/20161109140133/http://www.siliconbeat.com/entries/2005/03/28/google_buying_web_analytics_company.html), and its technology became the foundation for Google Analytics. ## UTM Parameter Reference Table | Parameter | Purpose/Meaning | Example Value | | -------------- | ----------------------------------------------------------- | -------------------- | | `utm_source` | Identifies the source of traffic (where the user came from) | google, newsletter | | `utm_medium` | Identifies the marketing medium or channel | cpc, email, social | | `utm_campaign` | Identifies the specific campaign name or promotion | summer_sale, launch | | `utm_term` | Identifies paid search keywords (mainly for ads) | running+shoes | | `utm_content` | Differentiates similar content or links within a campaign | banner_ad, textlink1 |