What UTM is
A UTM is a bit of text you add to the end of a link to identify where the visit came from. When someone clicks, tools like Google Analytics read that text and show, for example, that the contact came from the November ad on Instagram.
The main fields
- utm_source: the source, such as instagram, google or newsletter.
- utm_medium: the type, such as anuncio, organico or email.
- utm_campaign: the campaign name, such as black-friday-2026.
- utm_content: optional, to tell apart creatives or link placements.
Rules that prevent a mess
- Always use lowercase letters, with no accents.
- Agree on a standard with the team and write it down in a spreadsheet.
- Never use UTMs on internal links within your own website.
With well-built UTMs, you stop asking customers how they found you and start knowing for sure which action pays off.