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What Are URL Parameters? Quick Explanation

URL parameters are extra pieces of information added to the end of a web address.

They are separated from the main URL with a question mark.

URL parameters are also called:

  • query parameters
  • query strings
  • URL query parameters
  • URL params

These terms are often used interchangeably.

URL Parameter Example

Here is a simple URL with one parameter:

https://example.com/products?category=shoes

The parameter is:

category=shoes

That tells the website or analytics system that the user is viewing, filtering, or interacting with the “shoes” category.

Now here is a URL with multiple parameters:

https://example.com/products?category=shoes&color=blue&size=8

This URL has three parameters:

Parameter Value
category shoes
color blue
size 8

Each parameter is separated by an ampersand:

&

So the structure looks like this:

?parameter=value&parameter=value&parameter=value

How URL Parameters Work

A standard URL has several parts.

Example:

https://example.com/products?category=shoes&color=blue#reviews

This URL includes:

Part Example Meaning
Protocol https:// How the browser loads the page.
Domain example.com The website.
Path /products The page.
Query string ?category=shoes&color=blue The URL parameters.
Anchor #reviews A specific section of the page.

The order matters. URL parameters should come before the anchor or hashtag section.

Correct:

https://example.com/products?category=shoes#reviews

Incorrect:

https://example.com/products#reviews?category=shoes
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What Are URL Parameters Used For?

URL parameters can be used for many different purposes.

Some are technical. Some are used for marketing. Some help websites personalize content.

Common uses include:

  • filtering products
  • sorting search results
  • storing session information
  • passing referral information
  • tracking marketing campaigns
  • identifying ad clicks
  • sending form values
  • controlling website behavior
  • reporting traffic sources in analytics tools

For example, an ecommerce site may use URL parameters to filter products:

https://example.com/shop?color=red&size=medium

A software company may use URL parameters to preselect a pricing plan:

https://example.com/signup?plan=enterprise

A marketing team may use URL parameters to track a campaign:

https://example.com/demo?utm_source=linkedin&utm_medium=paid_social&utm_campaign=q3_demo_push

That last example uses UTM parameters.

what are url parameters and how they differ from utm parameters

Are UTM Parameters the Same as URL Parameters?

Not exactly.

UTM parameters are a specific type of URL parameter used for marketing campaign tracking.

So the relationship looks like this:

  • URL parameters = the broader technical category
  • UTM parameters = the marketing tracking version

All UTM parameters are URL parameters.

But not all URL parameters are UTMs.

For example:

?color=blue

This is a URL parameter, but it is not a UTM parameter.

Meanwhile:

?utm_source=linkedin

This is both a URL parameter and a UTM parameter.

What Are UTM Parameters?

UTM parameters are URL parameters used to tell analytics tools where traffic came from.

The standard UTM parameters are:

UTM Parameter What It Tracks
utm_source The traffic source, such as Google, LinkedIn, newsletter, or Facebook.
utm_medium The marketing medium, such as email, paid_social, cpc, or banner.
utm_campaign The campaign name.
utm_content The creative, link, ad, button, or placement.
utm_term The keyword or paid search term.
utm_id A campaign ID, often used for GA4 cost import and campaign-level reporting.

A UTM tracking URL might look like this:

https://example.com/demo?utm_source=linkedin&utm_medium=paid_social&utm_campaign=summer_launch&utm_content=blue_ad

This tells your analytics platform:

  • the visitor came from LinkedIn
  • the channel was paid social
  • the campaign was summer_launch
  • the specific ad or content was blue_ad

Without these parameters, your reporting may still show traffic, but it may not show the full campaign context.

Family of URL Parameters & All Types

THE URL PARAMETER FAMILY

The Umbrella Universe of Web Data Passing
UTM Parameters (Tracking Subset)
🌐 utm_source
Identifies the specific platform or source sending the traffic.
Examples: google, newsletter, linkedin
🚀 utm_medium
Identifies the marketing or advertising channel type.
Examples: cpc, email, social
🏷️ utm_campaign
The specific product promotion, slogan, or strategic campaign name.
Examples: summer_sale, launch_2026
⌨️ utm_term
Used mostly for paid search to log the targeted search keywords.
Examples: running+shoes, ai+software
🖼️ utm_content
Differentiates similar links/ads on the same page (perfect for A/B testing).
Examples: banner_a, sidebar_link
Non-UTM Parameters (Site Behavior & App UI)
👤 Site Behavior / User
Manages active user profiles and session configurations.
user_id Tracking active logged-in profile metrics.
session_id Cookie/analytics session continuity.
🤝 Affiliate / Referral
Attributes payouts or partner tracking values without Google Analytics rules.
aff_id Unique affiliate marketer ID code.
ref Logs the generic referral site driver.
🛒 E-Commerce / Shopping Cart
Instructs the digital storefront architecture what content to load natively.
product_id Pulls product listing data.
quantity Tells cart page the unit counter.
Example: ?product_id=123&quantity=2
⚙️ Navigation / User Interface
Changes filters, pagination loops, or cosmetic sorting states on the page.
page Pagination indicator (e.g. page=3)
sort Rearranges grid (e.g. sort=price_low)
*Note: This is a structural map. All UTMs belong to the URL Parameter family tree, but non-UTMs handle core browser and site logic.

URL Parameters vs UTM Parameters

Here is the easiest way to understand the difference.

Concept Meaning Example
URL parameter Any extra value added to a URL after ? ?plan=pro
Query parameter Another name for a URL parameter ?color=blue
UTM parameter A marketing tracking parameter ?utm_source=linkedin
Query string The full parameter section of a URL ?utm_source=linkedin&utm_medium=email

So when someone says “URL parameters,” they may be talking about any kind of parameter.

When someone says “UTM parameters,” they are usually talking about marketing attribution.

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URL Parameters FAQ

What are URL parameters?

URL parameters are extra pieces of information added to the end of a web address. They usually appear after a question mark and help websites pass, filter, sort, track, or personalize information.

What is an example of a URL parameter?

A simple example is https://example.com/pricing?plan=pro. In this URL, plan is the parameter name and pro is the parameter value.

Are URL parameters and query parameters the same thing?

In most everyday use, yes. URL parameters, query parameters, query strings, URL query parameters, and URL params are often used to describe the same part of a URL.

What is the difference between a URL parameter and a query string?

The query string is the full section of the URL that starts with a question mark. A URL parameter is one name-and-value pair inside that query string. For example, in ?category=shoes&color=blue, the full query string has two parameters: category=shoes and color=blue.

What are URL parameters used for?

URL parameters are used for filtering products, sorting search results, passing referral values, storing session information, preselecting options, tracking campaigns, identifying ad clicks, and reporting traffic sources in analytics tools.

Are UTM parameters the same as URL parameters?

Not exactly. UTM parameters are a specific type of URL parameter used for marketing campaign tracking. All UTM parameters are URL parameters, but not all URL parameters are UTMs.

Can a URL have more than one parameter?

Yes. A URL can have multiple parameters. The first parameter starts with a question mark, and each additional parameter is separated with an ampersand. For example: ?category=shoes&color=blue&size=8.

Where should URL parameters go when a URL also has a hashtag?

URL parameters should come before the hashtag or anchor. The correct format is https://example.com/page?parameter=value#section, not https://example.com/page#section?parameter=value.