UTM Parameters
URL tracking codes that identify traffic sources and campaign performance in analytics platforms.
Definition
UTM (Urchin Tracking Module) parameters are tags added to URLs that track the source, medium, campaign, and other attributes of traffic in analytics platforms like Google Analytics. Standard UTM parameters include source, medium, campaign, term, and content.
When users click tagged links, these parameters pass data to analytics, enabling precise attribution and performance measurement for marketing campaigns.
Why It Matters
Without UTM parameters, traffic appears as direct or undefined referral, making campaign performance impossible to measure. Consistent UTM tagging is foundational to understanding which channels, campaigns, and content drive results.
Organizations with disciplined UTM practices gain clear visibility into marketing effectiveness that others lack.
Examples in Practice
A marketing team tags all social posts with UTM parameters distinguishing platform, campaign, and content type.
An email campaign uses unique UTM parameters for each send, enabling comparison of subject line and content performance.
A brand compares paid social versus organic social performance using UTM source parameters.