YouTube descriptions, pinned comments, end-screens, and ads all send traffic to your site — but in your analytics they all look like 'youtube.com / referral' if you don't tag them. UTMs let you separate the video that sold from the playlist that didn't, and they make YouTube Ads attribution actually measurable.
Pick these defaults and lock them in — every YouTube link your team builds will stay consistent and roll up cleanly in reports.
https://yoursite.com/landing?utm_source=youtube&utm_medium=video&utm_campaign=tutorial-may&utm_content=description-linkhttps://yoursite.com/landing?utm_source=youtube&utm_medium=video&utm_campaign=tutorial-may&utm_content=pinned-commenthttps://yoursite.com/landing?utm_source=youtube&utm_medium=video&utm_campaign=tutorial-may&utm_content=end-screenhttps://yoursite.com/landing?utm_source=youtube&utm_medium=cpc&utm_campaign=acquisition-2026q2&utm_content=in-stream-15sUse `utm_medium=video` for organic YouTube content (description links, pinned comments, end-screens) and `utm_medium=cpc` for YouTube Ads. Some teams use utm_medium=social, but video is cleaner because it distinguishes YouTube traffic from text-based social.
Yes — set a unique utm_campaign per video (utm_campaign=tutorial-2026-05-19) and use utm_content for placement within that video (description, pinned, end-screen).
Google Ads can auto-tag with GCLID (Google Click Identifier) for Google Ads attribution. UTMs are separate — you add them in the destination URL inside Google Ads. Use utm_source=youtube, utm_medium=cpc to keep YouTube Ads distinct from Google Search Ads.
Use different utm_content values per placement: utm_content=end-screen, utm_content=description-link, utm_content=pinned-comment. This is the simplest way to A/B test placement effectiveness.
Yes. Use utm_campaign=shorts-* for Shorts and utm_campaign=longform-* for regular videos. Click-through behavior differs significantly between formats.
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