UTM Parameters 101

UTM Parameters 101

UTM Parameters 101

If you use Google Analytics or similar tools, you’ve probably come across the acronym UTM before. So, what is it?

Example of UTM code on one of our blogs! (click to enlarge)

UTM parameters are tags added to the end of a URL for the purpose of tracking data. The tags are added to the URL, creating a new link for you to share your site’s content. The new URL does not change the content, but it does track the data from the tags in the UTM parameter. You can see an example from one of our blogs to the right.

UTM parameters are particularly useful for a webpage that can be accessed from many different mediums, such as a fundraising event link shared over social media. The parameters will allow you to easily interpret where traffic to the page is coming from and how they engaged with your site while they were there.

There are five main tags used in UTM parameters. The most important tags are Source and Medium.

  • The Source tag, like search engines and newsletters, is required to identify where the user found the link to the page.
  • The Medium tag, such as paid search or email, shows the type of traffic or marketing channel that brings a user to your site.

These tags are valuable for interpreting where to focus marketing efforts based on data-driven performance. The Campaign, Team, and Content tags are primarily based on the individual post or ad rather than engagement with your site.

The other UTM tags are optional and are more typically used for paid search ads. These tags include:

  • The Campaign Tag, like an annual sale or specific service, is internally used to identify the campaign associated with the URL.
  • The Term Tag identifies the keywords used to search for paid ads.
  • The Content Tag is used for testing different ad and post performance based on the content.

Using UTM parameters allows you to get a more clear understanding of your nonprofit’s website traffic. Data-driven insights can help you identify where to focus promotional events and what content encourages the most engagement. You can create your own UTM parameters using Google Analytics Developer Tools.

 Ask your Digital Strategist how you can use UTM parameters in your digital marketing, or contact us to learn more!

Growing Your Good Work

Overview of Services:

Are you a new or small nonprofit needing help to continue to grow? Are you a mid-sized nonprofit that needs assistance with a new project or a new planning phase? If so, let’s connect so my experience and passion to help nonprofits can be put to work for you! Brenda has dedicated over 15 years to the nonprofit sector and worked with both large and small organizations. Out team has helped nonprofits grow through strategic planning and goal setting, successful project and organizational management, grant writing and administration, and fundraising. We are passionate about helping many sectors and organizations grow their good work! Our Coaching and Planning Services help you create your road map to long-term success! With guidance and hands-on assistance, we help nonprofits with business, strategic and operational planning and implementation that create continual measures of success. Ongoing coaching ensures a sustainable level of community service and support. Our grant research, writing, and administration services allow nonprofit Boards, staff, and volunteers to focus on mission related activities & donor relationship building. Put our long track record of successful grant services to the task of filling funding gaps.

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Growing Your Good Work

Address – Saint Augustine, FL

Phone Number – 904-599-8663

Email Address – [email protected]

Website – https://www.growingyourgoodwork.com/

Point of Contact – Brenda Swann

Region You Serve – National


Overview of Services:

MilkCrate is a mission-driven tech company that empowers nonprofits to grow using technology. It provides a tool for nonprofits to take their offline programs online through an affordable mobile app that engages participants and allows for real-time impact reports for donors and stakeholders.

Key Services (Bullet Points):

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Email Address – [email protected]

Website – https://milkcrate.tech/

Point of Contact – Morgan Berman

Region You Serve – Nationally and internationally


Overview of Services:

I work with nonprofits as a de-facto fundraising, marketing, and/or operations director. I have a limited number of clients who view me as a member of their team, not as an outside consultant.

Key Services (Bullet Points):

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I have worked for some of the largest nonprofits in the country, but now seek to work with only a few at a time, serving as a parttime member of your management team.


Address: 8751 High Gate Way, Belvidere, IL 61008

Phone: 214-403-5994

Email Link [email protected]

Website www.tikson.com

Contact Jeff Tikson

Region We Serve – Nationally