# Analytics

## UTM Parameters 

@see https://blog.loomly.com/utm-parameters/

“UTM” stands for Urchin Tracking Module

utm_source=newsletter //Source – identifies the traffic source; e.g. google, facebook, twitter, blog, newsletter, etc.
utm_medium=email //Medium – identifies the marketing medium or channel; e.g. social, email, ppc, etc.
utm_campaign=email-campaign-2020-05-24 //Campaign – identifies a specific product promotion or strategic campaign; e.g. product-launch, special-offer, summer-sale, etc.
utm_term=foovar //Term – identifies the keywords in paid search advertising; e.g. running-shoes, etc.
utm_content=foovar //Content –  differentiates ads or links that point to the same URL in A/B testing and content-targeted ads; e.g. logo-link, text-link, etc.

### Best Practices

Never use UTM parameters on internal links as you’ll lose your tracking data.

For instance, if a user clicks on an internal UTM link, it causes the current session to end and a new session to start. Any subsequent action they take is attributed to the internal source, not the external one that brought them to your site.

Use dashes, not underscores
Matt Cutts recommends using dashes rather than underscores as separators in your URLs. For example, use facebook-ad rather than facebook_ad. Alternatively, you could use the plus symbol, facebook+ad, but don’t leave spaces.

Use lowercase letters
Most people recommend using lowercase letters in your UTMs as they are case sensitive. But whatever you decide, make sure you’re consistent.

For instance, Google Analytics would categorize utm_source=twitter and utm_source=Twitter as two different sources.