UTM Parameter Guide for Real Estate Agents
Last updated: February 15, 2026
What Are UTM Parameters?
UTM parameters are tags you add to the end of your URLs to track where your traffic and leads come from. When someone clicks a link with UTM parameters, CloseDaily captures that data and attaches it to their contact record in your CRM.
The Five UTM Parameters
| Parameter | Purpose | Example Values |
|---|---|---|
| utm_source | Which platform sent the traffic | google, facebook, instagram, youtube, email, zillow |
| utm_medium | What type of marketing | cpc, paid_social, organic, email, referral, banner |
| utm_campaign | Your campaign name | spring_open_house, expired_listings_march, buyer_guide |
| utm_term | The keyword (for search ads) | homes for sale austin, best realtor near me |
| utm_content | Which ad variation (for A/B testing) | blue_banner, video_ad, carousel_1 |
How to Build a Tracked URL
Start with your destination URL and add the parameters after a question mark, separated by ampersands:
https://yoursite.com/landing-page?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_listings&utm_content=video_adReal Estate UTM Examples
| Campaign | Full URL |
|---|---|
| Google Ads – Buyer Search | yoursite.com?utm_source=google&utm_medium=cpc&utm_campaign=buyer_search&utm_term=homes+for+sale+austin |
| Facebook Ad – Open House | yoursite.com/open-house?utm_source=facebook&utm_medium=paid_social&utm_campaign=open_house_march |
| Instagram Bio Link | yoursite.com?utm_source=instagram&utm_medium=social&utm_campaign=bio_link |
| Email Newsletter | yoursite.com/new-listing?utm_source=email&utm_medium=newsletter&utm_campaign=march_update |
| YouTube Video Description | yoursite.com?utm_source=youtube&utm_medium=video&utm_campaign=listing_tour |
| Business Card QR Code | yoursite.com?utm_source=qr_code&utm_medium=offline&utm_campaign=business_card |
Best Practices
Use lowercase for all parameter values to keep your data clean. Be consistent with naming — decide on a convention and stick with it. Use underscores instead of spaces. Keep campaign names descriptive but short. Always include at least utm_source and utm_medium — the other three are optional but helpful.
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