UTM parameters
Also called: UTM codes, UTM tags, UTM tracking, utm_source, campaign parameters
Definition
UTM parameters are tags added to the end of a URL, such as utm_source and utm_campaign, that tell analytics tools like Google Analytics where a visit came from, so traffic can be attributed to a specific source and campaign.
UTM parameters are labels you add to a link so your analytics knows where the click came from. Without them, a visit from a newsletter, a Reddit comment and a partner's site might all show up as "referral" or "direct".
How it works
You add parameters after a ? in the URL, separated by &:
https://example.com/?utm_source=reddit&utm_medium=social&utm_campaign=q4_launch
Google Analytics recognizes these, among others:
utm_source: the referrer, such as google, newsletter4 or reddit.utm_medium: the marketing medium, such as cpc, email or social.utm_campaign: the campaign, product or promotion, such as spring_sale.utm_content: to tell apart creatives or links in the same message.utm_term: the paid keyword.utm_id: a campaign ID.
Google's guidance includes two rules people break all the time. Values are case sensitive: utm_source=Reddit and utm_source=reddit show up as different sources, so use lowercase. And if you set one UTM parameter, set the relevant others too, or reports fill with "(not set)".
Your utm_medium also affects which default channel the visit lands in. Google Analytics groups traffic into channels like Organic Social and Organic Search using source and medium values, so pick values that match how you want the traffic grouped.
Why it matters for marketers
UTMs are the cheapest form of attribution. They let you compare a Reddit reply against a newsletter or a partner post using the same signup data, and they make conversion rates by source possible.
How it plays out on Reddit
Three practical points:
- Only where links are welcome. Many subreddits restrict links, and naming the product without a link is often the better reply. If a link is not asked for, a tracked link will not help.
- Keep it short. A long URL full of tracking parameters reads as marketing. Consider a short, clean landing path such as
/redditthat redirects with UTMs added, so the visible link stays readable. - Expect gaps. Many Reddit-driven visits come back later through search or by typing your URL, without any UTM. That is dark social. Pair UTMs with a "how did you hear about us?" question.
A naming scheme that stays useful: utm_source=reddit, utm_medium=social, utm_campaign set to the subreddit or topic (for example r_smallbusiness), and utm_content for the specific thread if you want that detail.
Common mistakes
- Mixed capitalization. "Reddit", "reddit" and "REDDIT" become three sources.
- Inconsistent naming. Google notes that values like SpringSale and Spring_Sale are counted as different campaigns. Write the scheme down and reuse it.
- Leaving parameters out. Missing source or medium produces "(not set)" rows that nobody can interpret.
Frequently asked questions
What are the five main UTM parameters?
utm_source, utm_medium, utm_campaign, utm_term and utm_content. Google Analytics also supports utm_id and others.
Are UTM parameters case sensitive?
Yes. Google Analytics treats utm_source=Google and utm_source=google as different values. Use lowercase.
Should I use UTM links on Reddit?
Only when a link is appropriate in that subreddit and thread. Keep the visible link short, and do not rely on UTMs alone, since many Reddit readers return later without one.