utm_id

utm_id is a UTM parameter used to uniquely identify a specific campaign or marketing asset within a broader tracking framework. It functions as a campaign identifier, allowing analytics platforms to group and analyze data more efficiently. Unlike utm_campaign, which typically uses a readable name like “spring_sale” or “donor_drive,” utm_id is often a numeric or alphanumeric code that corresponds to a record in a centralized campaign management system.

The utm_id parameter is especially useful for large organizations or teams that manage many campaigns across multiple channels. By assigning a unique ID to each campaign, teams can match analytics data with backend systems, customer relationship management platforms or internal reporting tools. For example, utm_id=45678 might link directly to a campaign record in Salesforce or a marketing automation system, ensuring data consistency across platforms. This is helpful when campaign names are long, reused or manually entered inconsistently.

While not part of the original five UTM parameters, utm_id is supported by Google Analytics 4 and can enhance reporting accuracy by creating a single source of truth across systems. It is most effective when used in combination with other UTM tags such as utm_source and utm_medium, providing both human-readable context and system-level precision. To use utm_id effectively, organizations should establish a consistent process for creating and managing campaign IDs. This helps ensure clean data, stronger attribution and more reliable insights, especially in complex or multi-team environments.