Guide
Creating UTMs to track campaigns
Learn how to create UTMs to track how well your marketing campaigns are performing
Updated on 30 January 2025
Urchin Tracking Module (UTM) parameters track the effectiveness of marketing campaigns. You can learn where website traffic comes from and how users engage with links, ensuring that you are making data-driven decisions and optimising your marketing strategies.
Tracking can be across digital traffic sources and offline media.
UTM parameters
Five parameters can be used. The first three are required for tracking. The last two are optional.
| Parameter | Purpose | Required or Optional |
| utm_campaign | Identifies a specific product promotion or strategic campaign. | Required |
| utm_source | Identifies which site sent the traffic to our site | Required |
| utm_medium | Identifies the type of channel where the link is placed, such as organic social, paid social, cost-per-click ads (cpc), or email. | Required |
| utm_content | Identifies what specifically on the page was clicked to bring the user to the site. It is often used for A/B testing and content-targeted ads. | Optional |
| utm_term | Identifies search terms. | Optional |
To learn more about creating UTMs which are tailored to the University of Dundee, read our guide on Sharepoint. This will explain the naming conventions that we use in order to standardise the UTMs and track our visitors.