What each UTM parameter means
A UTM tag is a parameter at the end of a link. It doesn’t affect your site, but analytics tools use it to tell where a visitor came from. Spell values the same way in every campaign: google and Google show up in reports as two different sources.
utm_source: the source
The platform the visitor came from: google, facebook, tiktok, email. This is the most important tag, and the others mean little without it.
utm_medium: the medium
How they got there: cpc for pay-per-click ads, email for a newsletter, social for a post, qr for a QR code on a flyer.
utm_campaign: the campaign
The campaign name or ID. It helps you compare, say, your spring promotion with your fall one, or Search with Display.
utm_content: the ad
Tells ads, banners and links apart within one campaign. Perfect for A/B testing creatives.
utm_term: the keyword
The search term that triggered the ad. In Google Ads it fills in automatically with {keyword}.
Where to see the results
In Google Analytics 4: Reports → Acquisition → Traffic acquisition. In leads from a LeadForms quiz, the tags show up right on the lead card.
Dynamic parameters
The ad platform inserts the campaign ID, ad ID or keyword into the link at the moment of the click. Click a parameter to copy it, then paste it into the builder field you need.
Google Ads
| Parameter | What gets inserted |
|---|---|
| Campaign ID | |
| Ad group ID | |
| Ad ID | |
| The keyword that triggered the ad | |
| Match type: e for exact, p for phrase, b for broad | |
| Network: g for Google Search, s for search partners, d for Display, ytv for YouTube | |
| Device: c for computer, m for mobile, t for tablet | |
| The site where the ad was shown (Display) | |
| ID of the location the click came from | |
| ID of the keyword or remarketing list |
In Google Ads, paste the part of the link after the “?” into the Final URL suffix field of the campaign or ad.
Meta Ads
| Parameter | What gets inserted |
|---|---|
| Campaign ID | |
| Campaign name | |
| Ad set ID | |
| Ad set name | |
| Ad ID | |
| Ad name | |
| Placement: feed, stories, reels | |
| Platform: fb, ig, msg, an |
In Meta Ads, parameters go in double curly braces and are pasted into the ad’s URL parameters field. TikTok Ads uses uppercase macros between double underscores: __CAMPAIGN_NAME__, __AID_NAME__ (ad group), __CID_NAME__ (ad), __PLACEMENT__.
Your traffic is tagged. Now turn it into leads
A LeadForms quiz asks visitors a few questions and collects their contact details along with the answers. UTM parameters are saved with every lead, and quiz progress shows up as events in Google Analytics 4.
UTM tags in every lead
Source, campaign and ad arrive with the contact details in your email, Telegram, Kommo, Bitrix24 or via webhook.
Google Analytics 4 events, no code
Paste your measurement ID into the quiz settings and track progress with events: opened the quiz, started answering, submitted their details. How to connect it.
A quiz in 10 minutes
Ready-made templates for your industry, or an AI draft based on a description of your business. Your first 20 leads are free, then pick a plan.
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