UTM Parameters

Definition:
UTM parameters are tags added to the end of URLs to help track the performance of campaigns across traffic sources in tools like Google Analytics.

Key parameters:

• utm_source (e.g., facebook)

• utm_medium (e.g., cpc, email)

• utm_campaign (e.g., spring_sale)

• utm_term, utm_content (for advanced tracking)

Why it matters:
Without proper UTM tagging, it’s difficult to attribute website visits, conversions, or revenue to specific campaigns or channels.

Best practices:

• Use consistent naming conventions

• Tag all paid and email traffic

• Use a UTM builder or URL manager to reduce human error