Measure Offsite Web Events with UTM Parameters
Last updated, August 2023

About UTM Parameters

UTM parameters are snippets of code you can add to the end of a URL that lets you understand how people came to your site. They are commonly used by advertisers who use third-party tools, such as Google Analytics, to analyze offsite web events.


Below are five commonly used UTM parameters you can use to classify website traffic:

UTM Parameter

Description

utm_source

Identify the app, site, or publisher that is bringing traffic to your website.


Example: https://www.example.com?utm_source=tiktok

utm_medium

Understand the advertising or marketing medium, including cpm, cpc, banner, and video.


Example: https://www.example.com?utm_medium=cpc

utm_campaign

Understand the individual campaign name, slogan, or promo code.


Example: https://www.example.com?utm_campaign=blackfridaypromo

utm_term

Identify paid search keywords.


Note: When running ads on TikTok, you can use this to create your own string which contains the ad group name, targeting, etc.

Example: https://www.example.com?utm_term=adname

utm_content

Identify the creative content used for a promotion, such as ad name, CTA text, asset, or color.


Example: https://www.example.com?utm_content=buynow


Tip: You can combine multiple UTM parameters into a single URL by using "&" in between each parameter. For example: https://www.example.com?utm_medium=cpc&utm_source=tiktok

Content