UTM Parameters

A UTM code is a snippet of simple code that you can add to the end of a URL to track the impact of campaigns and content. There are five different UTM parameters.

  1. Campaign Source: The source parameter allows you to track from where the traffic is originated from. The parameter is utm_source. The traffic can be from different sources such as Facebook, Google, or the name of an email list.

    Example: &utm_source=twitter

  2. Campaign Medium : The medium parameter allows you to track what type of traffic the visitor originated from – email, social, referral, etc. The parameter is utm_medium.

    Example: &utm_medium=social

  3. Campaign Name: The name parameter allows you to track how a specific campaign is performing. For example, it can be used to differentiate traffic between Facebook campaigns and email campaigns. The parameter is utm_campaign.

    Example: &utm_campaign=facbook-campaign1

  4. Campaign Content: The content parameter allows you to track which link was clicked when you have multiple links pointing to the same URL. The parameter is utm_content.

    Example: &utm_content=hero-text-signup

  5. Campaign Term: The term parameter is basically used for paid search ads to track which term a visitor came from. The parameter is utm_term.

    Example: &utm_term=Quora+Website+personalization

If you are using UTM then using CustomFit.ai you can provide different variations for different users based on the UTM parameters with which they visit your website/app. CustomFit.ai supports the following different operator types:

Operator Type



Exact match


Prefix match


Suffix match


Sub string match