UTM Parameters for Affiliate Marketing

UTM parameters describe traffic in analytics systems, while affiliate sub-IDs are often used to pass source context into a network or tracking platform. They can work together when each has a clear role.

On this pageFive standard UTMs Keep taxonomy consistent Do not expose sensitive data Map to tracker fields

Five standard UTMs

utm_source, utm_medium, utm_campaign, utm_term and utm_content provide a shared campaign naming structure. You do not need every parameter on every link.

Keep taxonomy consistent

Choose lowercase values, predictable separators and stable meanings. Decide whether creative belongs in utm_content or a sub-ID and use that rule consistently.

Do not expose sensitive data

UTM values appear in URLs and can be logged or shared. Do not place personal or confidential information in campaign parameters.

Map to tracker fields

If a tracker captures both UTMs and sub-IDs, document the mapping so reports do not contain two competing versions of source and campaign.

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