What are UTM parameters?
UTM (Urchin Tracking Module) parameters are small pieces of text added to the end of a URL. They allow analytics platforms and CRMs to identify where a visitor came from after clicking a link.
You can see an example below - the UTM parameter sitting after the '?' question mark:
https://www.example.edu/apply?utm_source=facebook&utm_medium=social&utm_campaign=undergraduate_open_day_2026
The web page visitors will see is exactly the same. The UTM parameters simply provide you with useful tracking information.
You may notice that the below guidance is intentionally 'platform-agnostic'!. Whether you use a CMS, CRM, Google Analytics, Adobe Analytics, or another reporting tool, the same UTM principles will apply. The only implementation detail that varies is how those systems capture and report the UTM values after a visitor arrives on the website.
Core UTM parameters
The following parameters could work for most campaigns:
Parameter | Purpose | Example |
utm_source | The platform or publisher sending traffic | facebook, linkedin, google, email |
utm_medium | The marketing channel | social, cpc, email, referral, display |
utm_campaign | The overall campaign name | postgraduate_2026, clearing, open_day_october |
utm_content (optional) | Distinguishes different ads or links | image_ad, button_a, footer_link |
utm_term (optional) | Usually used for paid search keywords | mba courses |
Where should UTMs be added?
You can add UTM parameters to any link that takes a prospective student to your website from an external source, including:
Social media posts
Paid advertising
Email campaigns
Partner websites
QR codes
Digital brochures
Online directories
Display advertising
SMS campaigns
There is no need to add UTM parameters to links between pages on your own website, as this can overwrite the original source of the visitor.
Naming conventions
Consistency is more important than the exact wording used. Some recommended practices are:
Use lowercase only.
Separate words with underscores (_) or hyphens (-).
Avoid spaces.
Use the same spelling every time.
Agree your campaign names with other internal stakeholders before you launch your marketing activity, to help with consistency.
Here are some examples:
The below show some UTM parameters using the above recommended naming conventions:
utm_source=linkedin
utm_medium=paid_social
utm_campaign=international_pg_sep2026
It would be best to avoid UTM parameters like the below:
LinkedIn
Linked_In
Linked In
Paid Social Campaign
Example links
Organic social
https://www.example.edu/open-day?utm_source=facebook&utm_medium=social&utm_campaign=open_day_oct2026
Paid search
https://www.example.edu/apply?utm_source=google&utm_medium=cpc&utm_campaign=mba_recruitment
Email newsletter
https://www.example.edu/course?utm_source=email&utm_medium=email&utm_campaign=offer_holder_newsletter
QR code (you could add something like this to the end of your Community invite QR code)
https://www.example.edu/visit?utm_source=prospectus&utm_medium=qr&utm_campaign=ug2026
How the data is used
Most analytics platforms (including Google Analytics and many CRM and marketing automation systems) automatically recognise UTM parameters and can use them to report:
Which channels generate enquiries
Which campaigns generate applications
Which ads perform best
Which sources lead to enrolments
No additional changes to the destination page are normally required, beyond ensuring that the platform being used is configured to capture UTM values.
Before launching a new campaign...
It's good practice to check that:
Every external marketing link includes UTM parameters.
Campaign names follow the agreed convention.
The final URL opens correctly.
The tracking parameters have not been accidentally removed during publishing.
Test clicks appear correctly in your analytics or CRM (where applicable).