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What do the UTM Values Mean?
Source: Tells you about the particular media platform from which the traffic comes. With the source tag, you find out the source from which a particular visitor has come. To build a link for each platform, specify a social network in the "utm_source" parameter. For example, utm_source=linkedin or utm_source=amazon.
Medium: Shows how visitors get to the page. This tag identifies the type of campaign. When using UTM-tagged URL emails or banners, the medium tag will look like this: utm_medium=email (for email marketing) or utm_medium=social.
Campaign: Indicates the name of the campaign that has driven the traffic. This could be the name of a particular product or a campaign strategy, such as utm_campaign=launch-product or utm_campaign=sale.
Term: Defines the keywords of a search advertisement. If you manually tag paid campaigns based on keywords, you must also use the utm_term parameter to specify those keywords. For example, utm_term=url_shortener.
Content: This is a container for additional information like a product subcategory, an advertisement type, or a launch date. Also, the Content tag is especially helpful for A/B testing and specifying that there some distinctive tips of a tested add, for example, utm_content=darkpost; utm_content=lightpost.