UTM parameters
UTM parameters are tags added to a URL — source, medium, campaign, and more — that let analytics tools attribute a visit to a specific marketing effort.
The five standard fields (source, medium, campaign, term, content) turn an ordinary link into a tracked one, so analytics can report which source, channel, and campaign drove each session. They are the backbone of campaign reporting for external traffic.
Their value depends entirely on consistency: because values are case-sensitive and free-form, a stray capital letter or space splits one campaign into several rows. UTM tags belong on inbound campaign links, never on internal navigation, which would overwrite the original attribution.
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