> ## Documentation Index
> Fetch the complete documentation index at: https://docs.superoffice.com/llms.txt
> Use this file to discover all available pages before exploring further.

# UTM parameters

> UTM parameters

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][1].

[1]: ./index


## Related topics

- [Enable UTM tracking for form submissions](/en/marketing/utm/admin/set-up.md)
- [UTM builder for SuperOffice forms](/en/marketing/forms/learn/publish.md)
- [Google Analytics Campaign URL Builder](https://ga-dev-tools.google/campaign-url-builder)
- [UTM Builder](https://utmbuilder.net)