What are UTM parameters?
Definition
UTM parameters are short tags added to the end of a link, such as utm_source=flyer, that tell your analytics tool where each visitor came from. They let you see which emails, ads, social posts, flyers and QR codes actually bring people to your website, instead of lumping them all together.
Why UTM parameters matter to a small business
Without them, many visitors show up in your reports as "direct" or a vague "social", and you can't tell whether the postcard, the newsletter or last week's post did the work. With them, you know what to do more of, and what to stop paying for. And it costs nothing: just a few extra words on a link.
There are five standard tags. utm_source names the place (newsletter, flyer, instagram). utm_medium names the type (email, print, social, cpc). utm_campaign names the push (spring-tuneup). utm_term and utm_content are optional, for ad keywords or for telling two links in the same email apart. Keep them lowercase and consistent, because Flyer and flyer count as two different sources.
For HVAC companies, tag the link in your spring tune-up email and the QR code on your door hangers separately, and you'll know which one filled the calendar. For roofers, tag the QR codes on yard signs and on storm follow-up mailers. For restaurants, give the QR code on table tents and the link in your social profile their own tags.
Two rules. Never add UTM tags to links between pages of your own site, which muddles your reports. And never put names, email addresses or phone numbers in them: whatever is in a link ends up in reports and browser histories where personal details don't belong.
How to tag a link
- Start with the exact page you want people to land on.
- Add ?utm_source= and the place, such as newsletter or flyer.
- Add &utm_medium= and the type, such as email or print.
- Add &utm_campaign= and a short name for the push, such as fall-furnace.
- Shorten the link, or turn it into a QR code for anything printed.
- Keep a simple list of every tagged link you've used, and where.
How Future handles it
Future reads UTM tags for you. Its visitor insights, on every plan, count where visits came from using utm_source, utm_medium and utm_campaign, without third-party tracking code. On Premier, the channels report shows which sources and campaigns bring people who get in touch and book. A form can also save the tag with each request, through a hidden field filled in from the link.
Tagging the links you share is still a free habit worth keeping. It works with whichever analytics tool you use, and it makes every flyer, email and landing page easier to judge.