UTM Parameters

UTM parameters are labels added to a web address to help analytics tools identify the marketing source of a visit. For example, a business might tag a link in a seasonal email with a source, medium, and campaign name so related traffic can be grouped in reports. Common fields include utm_source, utm_medium, and utm_campaign. Consistent names matter; changing the spelling of a source can split what should be one category into several. UTM tags identify information carried by a link, not the complete history of a customer's decision. They also do not replace consent controls or guarantee perfectly accurate attribution.