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UTM parameters are short tags you add to the end of a URL to tell your analytics platform where traffic is coming from. When someone clicks a Deeto link that has UTM parameters, your analytics tool (such as Google Analytics) records the source, medium, and campaign — giving you a clear picture of what’s working. This guide explains what UTM parameters are, how to add them to your Deeto links, and best practices for keeping your data clean and consistent.

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What are UTM parameters?

UTM stands for Urchin Tracking Module. They’re snippets of text appended to a URL that pass information to your analytics platform about how a visitor arrived. There are five parameters:
For most Deeto campaigns, you’ll only need utm_source, utm_medium, and utm_campaign. The other two are optional and used for more granular tracking.
Start with your base URL and add parameters at the end using a ? followed by each parameter separated by &. Base URL:
With UTM parameters:
Full example with all five parameters:

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Step-by-step

1

Start with your Deeto link

Copy the URL of the Deeto microsite, campaign invitation, or contribution page you want to track.
2

Add a question mark

After the base URL, add ? — this signals the start of the parameters.
3

Add your first parameter

Add utm_source= followed by the name of the source. Example: ?utm_source=linkedin
4

Add additional parameters

Separate each additional parameter with &. Example: ?utm_source=linkedin&utm_medium=social&utm_campaign=q3_launch
5

Test your link

Paste the full URL into a browser to confirm the page loads correctly, then check your analytics platform to verify the parameters are being recorded.

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Best practices

Use consistent naming. Decide on a naming convention and stick to it across all campaigns. utm_source=LinkedIn and utm_source=linkedin are recorded as two different sources in most analytics tools. Use lowercase throughout. Most analytics platforms are case-sensitive. Always use lowercase to avoid fragmented data. Use underscores or hyphens instead of spaces. Spaces in URLs cause errors. Write summer_campaign not summer campaign. Only include parameters you’ll actually use. Adding utm_term when you’re not running paid search campaigns just creates clutter. Keep URLs concise and purposeful. Document your conventions. Keep a shared spreadsheet with your team listing approved values for each parameter. This prevents inconsistencies when multiple people are creating links.

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Common Deeto use cases

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Support

Contact your Deeto Customer Success Manager or email support@deeto.ai.