UTM parameters are codes added to the end of a URL to track website or ad traffic. They are commonly used in scenarios where you want to track where a visitor comes from and what they do, such as digital advertising.

A URL with UTM parameters looks similar to this:

  • https://www.yourdomain.com/?utm_source=facebook&utm_medium=cpc

There are five parameters available for use in Kartra’s real-time funnel analytics:


  • Use to identify where the traffic is coming from, such as TikTok, Instagram, or any place you are serving ads.


  • Use to identify how the traffic is getting to you. This value could be something like “social,” “cpc,” “affiliate,” or “email,” and is useful to distinguish which medium is bringing you the most traffic or the highest quality traffic.


  • Use to identify why the traffic is coming to you. It may be in response to a specific promotion or launch, etc.


  • Use to differentiate between ads or to measure the click ratio between two links to a single destination that are in the same email.


  • Use to specify ad keywords if your link is in use for a paid ad campaign.

For more information on UTM selection and use, there are many excellent marketing resources online that can help guide your strategy. Free UTM link builders can also be useful tools as you plan your campaigns.