{"section":"tutorials","requestedLocale":"en","requestedSlug":"what-are-utm-source-utm-campaign-and-utm-medium","locale":"en","slug":"what-are-utm-source-utm-campaign-and-utm-medium","path":"docs/en/tutorials/promotions-and-taxes/promotions/what-are-utm-source-utm-campaign-and-utm-medium.md","branch":"main","content":"UTMs (Urchin Tracking Modules) are URL parameters commonly used in marketing to track website traffic.\n\n> ℹ️ UTM parameters aren't created or managed directly on the VTEX platform. They need to be added manually to the URLs of marketing campaigns. You should use external tools, like [Google Analytics](https://analytics.google.com/), to analyze the traffic data obtained from parameters.\n\nFor example, when you click on a Facebook ad, you'll be directed to a URL containing the parameter `utm_source=fb`.\n\nYou can also link specific promotions to certain UTM values, and whenever a customer comes to the website using a URL that has UTM parameters configured, a promotion can be applied to their purchase and the marketplace can identify it.\n\n### Types of UTM\nYou can use three types of UTM for traffic tracking:\n\n- **utm_source:** Identifies the traffic source, such as a website, advertiser, or publication.\n- **utm_medium:** Specifies the advertising medium, such as banner, CPC (cost per click), or newsletter.\n- **utm_campaign:** Defines the campaign name, indicating the marketing context, such as Christmas, release, or promotion.\n\n> ℹ️ On the Order Management page, only the `utm_source` parameter is [available for filtering](/en/tutorial/como-filtrar-pedidos).\n\n> ❗ Don't use special characters in UTM values (example:`utm_source=#fb`). Only alphanumeric characters, hyphens, and underscores are supported.\n\nFor more information about issues related to applying UTMs to carts, see [Why are the UTMs not being applied to the cart?](https://developers.vtex.com/vtex-rest-api/docs/check-marketing-utms-used-at-checkout#why-are-the-utms-not-being-applied-to-the-cart).\n\n### Related articles\n- [What are the internal UTMs utmi_cp, utmi_pc and utmi_p](/en/faq/o-que-sao-as-utms-internas-utmi_cp-utmi_pc-e-utmi_p)"}