UUTMUTM Tracking

UTM Parameters

URL parameters that make traffic source, medium, campaign, and content visible in analytics systems.

Moritz Lambrecht

Updated: July 9, 2026

Definition

UTM parameters are standardized additions to URLs. They help structure traffic from creator campaigns by source, medium, campaign, and creative in analytics systems.

Also known as: UTM, UTM Tracking

Typical structure

Common parameters are utm_source, utm_medium, utm_campaign, utm_content, and utm_term.

For influencer campaigns, the structure should be defined upfront so creators, platforms, and formats remain comparable.

Avoiding mistakes

Inconsistent spelling, missing campaign names, or overly long parameters make reporting harder.

A UTM schema belongs in every performance briefing and should not be invented ad hoc for each creator.

About the author

Moritz is an expert in data-driven influencer marketing as well as co-founder and CEO of the influencer marketing agency Ad Specialist. Together with his team, he has already implemented over 10,000 influencer campaigns and managed more than €50 million in advertising budgets for customers such as HelloFresh, Emma, Clark, mymuesli and many other well-known e-commerce companies. His focus is on helping e-commerce companies grow profitably through creative and measurable influencer marketing strategies on channels such as YouTube, Instagram and Twitch.

Through his performance-oriented and effective approach, he has built a reputation as a leading expert and speaker in German e-commerce. In this blog - as well as on LinkedIn and his YouTube channel - he regularly shares valuable insights about data-driven influencer marketing.

Learn more about Moritz