How to correctly create and evaluate UTM parameters – a guide for marketing teams using Google Analytics or Matomo

UTM parameters are not just a nice-to-have. They are the foundation for accurate campaign analysis in Google Analytics or Matomo. Anyone using newsletters, social media posts, collaborations, QR codes, or other external traffic sources without clear UTM logic will quickly produce unclear data, unnecessarily high levels of direct traffic, and weak decision-making.

This guide shows what UTM parameters are, how to create them effectively, how to evaluate them in Google Analytics and Matomo, and why a central sheet template within the team is often a better solution than a single URL builder.

For those who are impatient: the link to the template is below .

If you are looking for an automated solution for UTM parameters in Google Ads, follow this link.

What are UTM parameters?

UTM parameters are URL extensions that allow you to identify the origin of a click. They are appended to a destination URL and pass information such as source, medium, or campaign to your analytics system.

A simple UTM link looks like this:

https://www.beispiel.de/landingpage?utm_source=newsletter&utm_medium=email&utm_campaign=sommer_sale

Once a user clicks on this link, Google Analytics or Matomo can attribute the session to a specific source and campaign.

What are UTM parameters useful for?

UTM parameters make marketing measurable. They are particularly important if traffic is not automatically and accurately identified, or if you want to evaluate access data uniformly across all channels.

Typical areas of application:

• Newsletters and email marketing
• Social media posts and organic links
• LinkedIn posts, document ads, and lead magnets
• Meta Ads, LinkedIn Ads, TikTok Ads and other platforms outside of automatic Analytics integrations
• Cooperations, PR and partner links
• QR codes, PDFs and offline campaigns
• Banners, teasers and other external links
• Campaigns in teams with multiple participants

The 5 classic UTM parameters explained simply

utm_source

The source of the traffic.

Examples:

• google
• newsletter
• linkedin
• facebook
• partnerportal

utm_medium

The marketing medium or channel.

Examples:

• email
• social
• cpc
• referral
• display
• paid_social

utm_campaign

The name of the campaign.

Examples:

• fruehjahrsaktion
• leadmagnet_tracking
• sommer_sale_2026
• webinar_crm_q2

utm_content

To differentiate between individual variants within the same campaign.

Examples:

• button_header
• cta_footer
• carousel_1
• banner_300x250

utm_term

An additional field for keywords, target groups, or other terms.

Examples:

• crm_software
• ga4_audit
• remarketing_bestandskunden

Are there any other UTM or campaign parameters?

Yes. In addition to the classic five fields, modern setups also include…utm_id ,utm_source_platform ,utm_creative_format orutm_marketing_tactic Matomo also plays a rolemtm_* -Parameters play a role.

For most teams, however, a robust core is sufficient:

• utm_source
• utm_medium
• utm_campaign
• optional utm_content
• optional utm_term

More fields don’t automatically mean better data. Most of the time, it just means more potential for errors.

Which platforms are usedutm_source ,utm_medium or similar tracking parameters themselves, in part?

This is often underestimated. Some platforms don’t automatically set fixed UTM values, but offer tracking templates, macros, or auto-attach functions. Others also append their own click IDs. And AI tools now also generate measurable referral traffic.

That’s precisely why simply saying “create UTM parameters” isn’t enough. You need to know how the specific platform handles URLs.

Overview: Advertising networks and AI tools

The following values ​​forutm_source andutm_medium These are intentionally formulated as recommended team standards. For many networks, there is no official, universally uniform UTM standard. Click ID parameters, on the other hand, are only included where they are documented or widely validated.

Platform / Tool	Automatic UTM support	Additionally / alternatively	Practical advice	Recommended utm_source	Recommended utm_medium	Click ID parameters
Google Ads	No fixed auto-UTM standard for all cases	Tracking Templates, Final URL Suffix, ValueTrack	Easily controllable, but not the focus of this article.	google	cpc	gclid,wbraid , gbraid
Microsoft Advertising / Bing Ads	Automatic UTM tagging and dynamic URL tracking are possible.	Upgraded URLs, tracking templates, custom parameters	For teams, it’s best to consistently focus onbing standardize	bing	cpc	msclkid
LinkedIn Ads	URL tracking with static and dynamic parameters	Campaign and ad parameters, first-party cookies	In B2B, it’s usually clearly distinguishable as paid social media.	linkedin	paid_social	li_fat_id
Facebook Ads	URL parameters and dynamic parameters are possible	Meta Click ID and Conversions API context	Do not mix with organic Facebook traffic	facebook	paid_social	fbclid
Instagram Ads	URL parameters and dynamic parameters are possible	Meta Click ID and Conversions API context	Evaluate cleanly and separately from Facebook when both channels are considered separately.	instagram	paid_social	fbclid
X Ads	URL parameters and conversion tracking are possible.	Pixel and Conversion API	Define your own UTM standards, as no reliable standard is provided.	x	paid_social	—
Pinterest Ads	UTM tracking possible	Pinterest tag and URL parameters	Keep paid social or visual discovery traffic clean and separate.	pinterest	paid_social	epik
TikTok Ads	Auto-attachment possible for UTM parameters	URL Builder, Macros, Auto-Attach	TikTok itself recommends clear UTM structures and auto-attachment.	tiktok	paid_social	ttclid
Reddit Ads	URL parameter builder available	Match keys and test URL with Click ID	This is especially important because naming can quickly diverge.	reddit	paid_social	rdt_cid
Snapchat Ads	URL tracking possible	Pixel and Conversions API	Define your own taxonomy, as there is no stable UTM standard.	snapchat	paid_social	—
YouTube Ads	No fixed Auto UTM standard	Google Ads tracking logic	If it is to be deliberately evaluated as a separate video channel	youtube	video	gclid,wbraid , gbraid
Taboola	UTM tracking possible	Native advertising tracking	Clearly separate Native from Display if granular reporting is required.	taboola	native	—
Outbrain	UTM tracking possible	Native advertising tracking	Equally clean as mixing with native speakers instead of the display.	outbrain	native	—
Amazon Ads	UTM tracking possible	In-platform attribution	Only use if the traffic truly comes from Amazon Ads.	amazon	cpc	—
ChatGPT Search / Referral	utm_source=chatgpt.com will be automatically attached	Referral traffic from ChatGPT search results	Well suited to making AI traffic visible separately.	chatgpt.com	ai_referral	—
Google AI Overviews / AI Mode	No confirmed custom UTM auto parameter	In Analytics, typically part of Organic Search	Not a classic campaign source, but search traffic.	google	organic	—
Perplexity	No confirmed proprietary UTM standard	Referral traffic possible	Useful as a separate AI source if measurable	perplexity	ai_referral	—
Gemini	No confirmed proprietary UTM standard	Referral traffic possible	Use AI traffic separately only if real referrals are received.	gemini	ai_referral	—
Claude	No confirmed proprietary UTM standard	Referral traffic possible	Keep separate, similar to other AI sources.	claude	ai_referral	—
Copilot	No confirmed proprietary UTM standard	Referral traffic possible	Especially interesting in the B2B environment as an in-house AI source	copilot	ai_referral	—

What’s less important is whether, for example, youpaid_social orsocial_paid you use. The crucial thing is that you decide on one approach once and then consistently apply that logic everywhere. Even small deviations likelinkedin ,LinkedIn andlinkedin.com Your reports will later be split into multiple lines.

Click parameters such as gclid, fbclid, msclkid, li_fat_id, ttclid, epik or rdt_cid Clean UTM parameters are not a substitute for proper UTM analysis. They are helpful for platforms, attribution, and automatic assignments, but usually insufficient for human-readable team reporting. Therefore, anyone who wants to accurately compare campaigns across multiple channels, teams, or tools still needs their own consistent UTM logic.

What you should deduce from this

1. Auto-tagging, click IDs, and UTM parameters are not the same.

A network can indeed attach tracking information to the URL without setting classic UTM parameters. Typical examples are click-based IDs such as…gclid ,msclkid ,fbclid orttclid .

2. Many platforms give you freedom – and that’s exactly what creates mistakes.

Meta, LinkedIn, or Reddit offer good tracking capabilities, but lack consistent governance. If three people on the team use different terms for source or medium, the analysis is ruined.

3. TikTok, Microsoft Advertising and ChatGPT are interesting special cases.

TikTok offers auto-attachment for UTM parameters. Microsoft Advertising can automatically add UTM tags. ChatGPT automatically detaches from search results for referral traffic.utm_source=chatgpt.com These features are useful, but they do not replace a unified tracking strategy.

4. AI traffic will become a separate analysis block in marketing in the future.

In addition to organic search, social, and referral traffic, AI sources are appearing more and more prominently in analytics. This further underscores the importance of clean templates and a well-thought-out channel logic.

Creating UTM parameters: here’s how to proceed effectively

Anyone wanting to create UTM parameters shouldn’t just type something into a URL builder. The problem is rarely the technology. The problem is a lack of systematic approach.

Proven basic rules

• Use only lowercase letters
• Do not use umlauts.
• Avoid spaces
• Use underscores or hyphens instead.
• Always name sources and media the same way.
• Keep campaign names short but clear.
• Use the same logic across all channels

Bad example

utm_source=LinkedIn&utm_medium=Paid-Social&utm_campaign=Frühjahr 2026

Better example

utm_source=linkedin&utm_medium=paid_social&utm_campaign=fruehjahr_2026

Even small deviations will later lead to fragmented data sets.linkedin ,LinkedIn andlinkedin.com There are three different values ​​in the reports.

Typical errors in UTM parameters

Typical errors with UTM parameters rarely stem from the technology itself, but almost always from a lack of discipline in the setup. It is particularly problematic when there is no central naming convention and each team member assigns source, media, or campaign names according to their own judgment. This inevitably leads to inaccurate reports and complicates any subsequent analysis.

Equally problematic are too many free-text fields. The more values ​​that need to be entered manually, the higher the probability of typos, incorrect spellings, and unnecessary special cases. This is precisely what quickly causes UTM parameters to lose their intended purpose.

Another classic mistake is the use of UTM parameters on internal links. This can overwrite the original session source, corrupting attribution and making reports unreliable. Mixed syntax is also a common problem. For example, if in the same setup…email ,Email ,e-mail andnewsletter When used, several separate values ​​are generated in Analytics, even though the content often means the same thing.

Furthermore, many teams choose campaign names that are too unspecific. Names like…sale ,promo ortest While they are quick to enter, they are later difficult to meaningfully analyze or differentiate from one another. Conversely, allowing too many special cases, exceptions, and individual rules creates a tracking system that no one consistently maintains in daily practice. This is precisely why a clean UTM setup requires clear standards, simple rules, and as little room for interpretation as possible.

Creating UTM parameters effectively: a simple structure for teams

For most companies, a simple scheme works best:

• Source: Platform or sender
• Medium: Channel type
• Campaign: Action, theme, or period
• Content: Advertising material, placement, or CTA

Example of a social media post

• utm_source=linkedin
• utm_medium=social
• utm_campaign=leadmagnet_tracking_guide
• utm_content=post_carousel

Example of a newsletter

• utm_source=newsletter
• utm_medium=email
• utm_campaign=maerz_newsletter
• utm_content=cta_header

Example of partner traffic

• utm_source=partner_xy
• utm_medium=referral
• utm_campaign=webinar_kooperation

This structure is easy to understand, robust, and scalable in practice.

Why a sheet template is often better than a UTM parameter generator

A classic UTM parameter generator is fine if you need to quickly build a single link. For teams, it’s often insufficient.

Because in practice, it’s not just about generating links. It’s about enforcing rules.

This is precisely where the advantage of a central template lies.

Our UTM template: the practical way to consistent campaign tracking

A good UTM sheet is more than just a generator. It’s a governance tool for clean tracking.

What makes a sheet template better

• central definition of sources, media and campaigns
• fewer typos
• Consistent spelling within the team
• Faster creation of new tracking links
• simple extension for new channels
• Comprehensible documentation for later analysis

Especially when multiple people are publishing campaigns, newsletters, social media posts, or collaborations, a template saves a tremendous amount of coordination.

This is how a good UTM sheet should be structured.

A good UTM sheet doesn’t need to be unnecessarily complex in practice. What’s crucial is that it simplifies daily work and prevents typical errors from the outset. A clear basic structure is usually sufficient for this. Master data sheets are a good starting point, centrally storing allowed values ​​for sources, media, campaign types, and content types. This ensures that everyone involved uses the same terminology and avoids inconsistent spelling.

Equally important is a clean input form. Users should only be able to select or add fields that are truly relevant to the respective link. This reduces unnecessary complexity and makes creation significantly faster and more secure. In the next step, the spreadsheet should automatically construct the final URL so that no one has to manually concatenate parameters and typos are avoided.

Additionally, simple validation is worthwhile. Dropdowns, required fields, and plausibility checks help to catch erroneous or incomplete entries early on. Optionally, the template can also include documentation that records which links were created for which campaigns. This is particularly helpful in teams because it makes decisions easier to understand later and prevents previously used names from being accidentally duplicated or used differently.

Evaluate UTM parameters in Google Analytics

UTM parameters are only useful if you analyze them properly later. In Google Analytics, manually entered campaign data becomes visible in the acquisition reports.

Key perspectives include:

• Source / Medium
• Session campaign
• First-user source / medium
• manual campaign
• Landing page in combination with campaign data

The analysis by source/medium and campaign is particularly helpful. This allows you to quickly identify which channels and actions are truly generating qualified traffic.

Evaluating Google Analytics UTM parameters: what you should pay attention to

Consistency before level of detail

If your values ​​are inconsistent, even the most beautiful report won’t help you.

Critically examine Direct Traffic

Muchdirect / (none) This is often an indication that campaigns were not tagged at all or were tagged inconsistently.

Always read campaigns with conversion data.

Sessions alone are not enough. Combine campaign data with leads, purchases, or other target metrics.

Don’t confuse user and session logic.

The attribution may differ depending on the reporting level. This is not a bug, but rather the attribution logic.

Evaluating UTM parameters in Matomo

Matomo also supports campaign tracking. Both Matomo’s own parameters and Google Analytics-compatible UTM parameters can be processed.

This is useful if you work across channels with UTM logic, but use Matomo internally.

Key points:

• Matomo can recognize UTM parameters
• Matomo also supports custom campaign parameters such as mtm_campaign
• Additional campaign dimensions are possible with plugins.
• The same applies to Matomo: without naming logic, the analysis quickly becomes inaccurate.

Google Analytics or Matomo: which UTM logic makes sense?

If your team works with multiple tools, you shouldn’t maintain separate, haphazard systems. A unified underlying logic is usually better.

It is often useful to:

• The team should define a central taxonomy
• Standardizing UTM values ​​in a linguistically clean way
• Only add Matomo-specific fields where they provide real added value.
• Secure the final link creation via a spreadsheet.

Why a central UTM template is often more valuable for marketing teams than a URL builder

Search queries such asutm parameter generator ,utm link ,utm tracking link orcampaign url builder While this clearly shows that many users are looking for a quick link-building tool, a single builder is often insufficient in practice for marketing teams using Google Analytics or Matomo. Although it generates a link, it doesn’t solve the underlying problem: the lack of standards for source, medium, campaign name, and naming conventions.

This is precisely where the advantage of a central template lies. It creates a shared taxonomy, ensures consistent naming conventions, reduces errors during creation, and makes campaigns significantly easier to analyze later. At the same time, it improves team collaboration because not everyone is using their own logic. A URL builder can therefore be helpful, but it doesn’t replace governance or documentation. For this reason, while the article should mention builders and generators, its main focus should clearly be on sensible creation, team-wide standards, and thorough analysis.

For whom a UTM template is particularly useful

A central sheet template is particularly helpful for:

• Marketing teams with multiple stakeholders
• Agencies with recurring campaign structures
• Companies with multiple channels and platforms
• Teams that use Google Analytics and Matomo in parallel
• all those who don’t want to reinvent their UTM parameters every time

Conclusion: UTM parameters are simple – clean UTM systems are not.

Building individual UTM links is easy. Establishing a system that still works reliably after months is more difficult.

That’s precisely why a template is often more valuable than a simple UTM generator. It ensures consistent naming, better data analysis, and significantly fewer errors within the team.

Anyone who wants to create meaningful UTM parameters and later evaluate them cleanly in Google Analytics or Matomo needs one thing above all: clear rules.

And that’s exactly what a good sheet template is for.

Download template

If you want to manage UTM parameters consistently within your team, a central spreadsheet is often the most pragmatic approach. It reduces errors, establishes uniform naming conventions, and significantly simplifies subsequent analyses.