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Google Analytics UTM Parameters (v2) Cheat Sheet by Jay Taylor

A guide to the parameters sent with all requests to Google Analytics via __utm.gif

Hit / Campaign Parameters

utmac
Account ID (e.g. UA-123­456-1)
utmcc
Analytics Cookie string
utmcn
New campaign visit?
utmcr
Repeat campaign visit?
utmdt
Page title
utmhn
Hostname
utmp
Page path
utmr
Full referral URL
utmcc contains the combined strings of the __utma and __utmz Google Analytics cookies. This string is URL encoded.

The utmcn and utmcr parameters never appear in the same request and both only appear with a value of '1'.

Enviro­nment Parameters

utmcs
Character set (e.g. ISO-88­59-1)
utmfl
Flash version
utmip
IP address
utmje
Java enabled? (1 = yes, 0 = no)
utmsc
Screen colour depth (e.g. 24-bit)
utmsr
Screen resolution
utmul
Language code (e.g. en-us)
utmvp
Viewport resolution
The utmip property can be anonymized by removing the last octet.

Event / Custom Variable Parameters

utme
Extensible parameter
utmni
Non-in­ter­action event
utme can contain data for Event, Custom Variable and Page Load Time tracking requests.
 

e-Commerce Parameters (Trans­act­ions)

utmtci
Billing City
utmtco
Billing Country
utmtrg
Billing Region
utmtid
Order ID
utmtst
Affili­ation / Store name
utmtsp
Shipping cost
utmtto
Order Total (inc. tax and shipping)
utmttx
Tax cost
The utmtid order ID must be unique for each order, otherwise Google Analytics will group multiple transa­ctions under a single entry. All monetary fields should be filled in without a currency symbol, e.g.: 12.50

e-Commerce Parameters (Items)

utmtid
Order ID
utmipc
Product code / SKU
utmipn
Product name
utmipr
Product price
utmiqt
Quantity
utmiva
Product category / variation
The utmtid order ID parameter must match the one used in the _addTr­ans() call this item belongs to, otherwise it will not be associated with the order correctly.

Social Parameters

utmsa
Social action (e.g. 'share', 'tweet')
utmsid
Social destin­ation (optional)
utmsn
Social network name
These values are sent by _track­Social requests only.
 

Internal Parameters

utmhid
Hit ID, random number
utmn
Random ID to prevent gif caching
utms
Requests made this session (max. 500)
utmt
Request type (e.g. 'event', 'tran' etc...)
utmu
Client usage / Error data (encoded)
utmvid
Visitor ID
utmwv
Tracking code version
guid
Send Globally Unique Identifier
utms increments with each successive request made for the current session. After 500, hits will be ignored.

The guid parameter is used as part of creating the Visitor ID and the guid­=on parameter is typically sent by the mobile version of the Google Analytics tracking code.

Cookie string values

utmcsr
Campaign source
utmccn
Campaign name
utmcmd
Campaign medium
utmctr
Campaign term / key phrase
utmcct
Campaign content
These values are not sent as parame­ters, but are encoded into the utmcc cookie string that is sent as a parameter in utm.gif requests. These values are contained in the __utmz campaign cookie and will not be sent if this cookie is not present.

utmcc also contains data from the visitor cookie, __utma.
 

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Comments

ketav ketav, 15:44 9 May 12

Thanks only comprehensive list i found on this date

Yehoshua Coren Yehoshua Coren, 18:22 17 May 12

This is great! Thanks, Jay.

Yehoshua Coren Yehoshua Coren, 08:56 20 May 12

This is great.

Nathan Cocks Nathan Cocks, 08:58 20 May 12

Bless your cotton socks!

Stunned that Google doesn't have a cheat sheet like this, thankfully you recognised the need when they didn't. Huge thanks.

Gabriel Harper Gabriel Harper, 13:08 4 Oct 12

Awesome!! Thanks.

Ygor Ygor, 14:37 21 Dec 12

Nice post.

How can I pass the parameter "gclid" received from an AdWords' link to Google Analytics manually. Which of the parameters you listed above should I use?

Tim Leighton-Boyce Tim Leighton-Boyce, 11:18 2 Jan 13

Full marks for doing this. Thank you.

Scott Olivares Scott Olivares, 16:28 5 Apr 13

Awesome post Jay! So helpful!

Julien Coquet Julien Coquet, 13:54 11 Apr 13

Hi, sorry to be a party pooper but this all becomes obsolete once you switch to Universal Analytics later this year ;-(

Matthias Matthias, 14:55 13 Feb 14

So what are the __utma and __utmz parameters? They're referenced (as Google Analytics cookies), but not defined here (what are they for?). Otherwise this is an amazing resource, many thanks.

Dudeguy Somebody Dudeguy Somebody, 13:08 30 Apr 14

While its far easier to search and find this page, Google does have a page to describe these (which is likelly subject to change or disappear at any time without notice, given Google's mercurial maintenance of GA docs)

https://developers.google.com/analytics/resources/articles/gaTrackingTroubleshooting#gifParameters

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