UTM parameters
UTM · Tags added to the end of a link that tell the analytics tool which source, medium and campaign a visitor came from.
- 01
Why it matters
Visitors arriving through untagged links show up as “direct” or in the wrong channel, and you cannot tell which effort worked. utm_source, utm_medium and utm_campaign are the three required fields. A consistent naming rule keeps reports from becoming a mess.
- 02
Example
A newsletter adds “utm_source=newsletter&utm_medium=email&utm_campaign=october_sale” to its product links. Sales from the newsletter appear separately in reports, and the October campaign's return can be calculated.
- 03
Common mistake
Adding UTM to internal links. This erases the visitor's real source and splits sessions; UTM should be used only on links in external channels.
- 04
Related terms
Related services and guides
Let's talk about your project.
Tell us what you need; we will define the scope together.