UTM Parameters
Also known as: UTM tags, tracking parameters
UTM parameters are tags added to a URL (source, medium, campaign, and more) that tell analytics tools where a visitor came from.
UTM parameters are the utm_source, utm_medium, utm_campaign, utm_term, and utm_content tags appended to a link so analytics can attribute the visit. They are the standard way to label paid, email, and social traffic.
For phone leads, UTM data only survives if it is captured at the visit and carried through to the call, which is exactly what dynamic number insertion does, letting a call inherit the same campaign labels as a web conversion.
Frequently asked questions
How do UTM parameters connect to call tracking?
When a visitor arrives with UTM tags, dynamic number insertion can read them and assign a tracking number tied to that exact source and campaign. A call to that number then carries the UTM context into your reporting, just like a click would.
What does UTM stand for?
UTM stands for Urchin Tracking Module, named after Urchin, the analytics company Google acquired that became Google Analytics. The tags live in the URL and tell analytics where a visit came from.
What is a UTM parameter?
A UTM parameter is a tag appended to a URL, such as utm_source, utm_medium, or utm_campaign, that records where a click originated. Analytics tools read these tags so visits and conversions, including tracked calls, can be grouped by source and campaign.
What are the standard UTM parameters?
There are five: utm_source (where the traffic came from), utm_medium (the channel type), utm_campaign (the campaign name), utm_term (the paid keyword), and utm_content (which creative or link). Source, medium, and campaign are the three most people use day to day.
What is the difference between GCLID and UTM?
UTM tags are manual labels you add to a URL and read in analytics; the GCLID is an ID Google Ads adds automatically to tie a click back to the exact ad, keyword, and auction. UTMs describe the source in plain terms, while the GCLID enables precise, conversion-grade attribution, including imported call conversions.
Related terms
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