UTM parameters are snippets of code you can add to the end of a URL to understand how people came to your site. UTM parameters are typically used by advertisers who use third-party tools to analyze offsite web events.
There are five commonly used UTM parameters to classify website traffic:
utm_source: Used to identify the app, site, or publisher that brings traffic to your website. For example, https://www.example.com?utm_source=tiktok
utm_medium: Used to understand the advertising or marketing medium including cpm, cpc, banner, and video. For example, https://www.example.com?utm_medium=cpc
utc_campaign: Used to understand the individual campaign name, slogan, or promo code. For example, https://www.example.com?utm_campaign=blackfridaypromo
utc_term: Used to identify paid search keywords. For example, https://www.example.com?utm_term=adname Note: When you run ads on TikTok, you can use this parameter to create your own string which contains the ad group name, targeting, etc.
utm_content: Used to identify the creative content used for a promotion including ad name, CTA text, asset, or color. For example, https://www.example.com?utm_content=buynow
You can also combine UTM parameters into a single URL by using "&" between each parameter. For example, https://www.example.com?utm_medium=cpc&utm_source=tiktok