The five UTM parameters
- utm_source: where the traffic comes from (newsletter, facebook, google).
- utm_medium: the channel (email, social, cpc).
- utm_campaign: the campaign name (spring_sale).
- utm_term and utm_content: optional, for paid keywords and for telling apart links in the same message.
Keep UTMs out of search
Use UTM links in emails, ads and social posts, never in internal links: they split analytics sessions and create duplicate URLs. The cleaner removes utm_*, gclid, fbclid, msclkid, mc_cid, mc_eid, _ga, yclid and igshid.
Frequently asked questions
Are UTM parameters case-sensitive?
Yes, in most analytics tools. Pick one convention (lowercase is common) and stick to it.
Is anything sent to RankCortex?
No. Links are built and cleaned in your browser.