UTM parameters are tags added to the end of a URL that tell analytics tools where a visitor came from, such as which network, campaign, or post.
The five standard fields
UTM stands for Urchin Tracking Module, from the analytics product Google acquired in 2005. The fields are plain query-string parameters:
| Parameter | Purpose | Example |
|---|---|---|
utm_source | Where the traffic came from | linkedin |
utm_medium | The kind of channel | social |
utm_campaign | The campaign name | v2-launch |
utm_content | Which variant or post | thread-post-1 |
utm_term | Paid search keyword | often unused on social |
An example
https://example.com/pricing?utm_source=bluesky&utm_medium=social&utm_campaign=v2-launch
When someone clicks that link, your analytics tool records the visit under the Bluesky source and the v2-launch campaign.
Tips
- Use lowercase and a fixed naming scheme; "LinkedIn" and "linkedin" count as two sources.
- Do not put personal data in UTM values.
- Long tagged URLs are fine on networks that shorten links for display, and a link shortener is rarely needed.
Why it matters for AI-agent publishing
When agents publish across four networks, UTM tags are how you tell which posts brought visitors. An agent can add them consistently if you give it the scheme.
Build tagged links with the UTM builder. In SocialHandoff, put your UTM naming rules in brand memory so every agent follows the same scheme.