UTM Parameters for Google Analytics

UTM parameters, also called UTM tags or codes, are customizable pieces of text that allow analytics software (like Google Analytics) to track campaign traffic.  Attaching them to a URL can help you gauge the effectiveness of your campaigns and identify the best ways to drive more visitors to your website.

You can add up to 5 parameters to a URL to capture reporting data about a referring campaign:

  • utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example, Google, newsletter4, billboard.
  • utm_medium: The advertising or marketing medium, for example, CPC, banner, email newsletter.
  • utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.
  • utm_term: Identity paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
  • utm_content: Used to differentiate similar content or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.

Each parameter must be paired with a value that you assign. Each parameter-value pair then contains campaign-related information. For example, you might use the following parameter-value pairs for your Summer Sale campaign:

  • utm_source=summer-mailer to identify traffic that results from your Summer Sale email campaign
  • utm_medium=email to identify traffic from the email campaign vs. the in-app campaignutm_campaign = summer-sale to identify the overall campaign

Correctly setting UTM Parameters when linking to an Experience

To display a single Experience we use a hash symbol ( #id=) in the URL to identify which experience to load. 


Standard implementations, guides & online tools put the UTM parameters at the end of a URL. This will not work because Google will ignore any parameters in a URL after a hash sign ( #).

To properly set up UTM parameters when a hash sign is present in the URL, you need to put the UTM parameters before the hash sign.

This will not work:

https://www.your-website.com/book-online #id=my-tour?utm_source=newsletter&utm_medium=email

The below will work:

https://www.your-website.com/book-online ?utm_source=newsletter&utm_medium=email#id=my-tour

Contact your Account Manager or our Customer Experience team if you have any additional questions. If you wish to use an Analytics Solution we do not natively support, please send the required information and/or scripts our way. 

If you have any additional questions, you can contact our Customer Experience team at support@anyroad.com.

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