UTM parameters - SuperOffice

There are five standard UTM parameters that you can add to the end of your campaign links:

Standard UTM parameters

Parameter	What it tells you	Example values	Analogy
utm_source	Identifies where the traffic originated. Helps you see which platform or referrer drove visitors to your site.	`google`, `linkedin`, `newsletter`, `trade_show`	The place they came from
utm_medium	Shows the marketing channel or method used to deliver the message.	`email`, `cpc`, `banner`, `organic`, `event`	The type of road they took
utm_campaign	Specifies the campaign, promotion, or theme that the link is associated with.	`spring_sale`, `ebook_launch`, `black_friday`, `q2_brand_ads`	The vehicle they used
utm_term	Captures the paid keyword used in search ads that led to the visit.	`crm+software`, `marketing+automation`	The signpost that guided them
utm_content	Differentiates multiple links or creative elements within the same ad or campaign.	`cta_button`, `header_banner`, `textlink_a`	The lane they chose

Best practices for UTM naming

Follow these guidelines to ensure consistent and accurate UTM tracking in SuperOffice and analytics tools.

Lowercase only: Use lowercase for all UTM values to avoid duplicate entries.
Use underscores or hyphens: Pick one separator and use it consistently (for example, webinar_sept2025).
Document your structure: Create a simple guide so everyone on your team tags links the same way.
Automate tagging: Use a UTM builder tool to reduce manual errors and enforce your convention.
Audit regularly: Check your analytics for inconsistencies and clean up as needed.
Use a consistent naming format: Agree on a campaign name format and apply it to all links.

Example campaign name: leadgen_smb_webinar_sept2025 Example tracking URL: https://yourcompany.com/signup?utm_source=linkedin&utm_medium=social&utm_campaign=leadgen_smb_webinar_sept2025 To learn how these parameters are used to measure lead sources in SuperOffice CRM, see Conversion tracking.

​Standard UTM parameters

​Best practices for UTM naming

Standard UTM parameters

Best practices for UTM naming