What are UTM parameters?
UTM parameters are tags added to the end of a link that tell analytics exactly which campaign, source and medium a visitor came from.
UTM parameters are short labels added after a question mark in a web address, such as ?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale. The main ones are utm_source, utm_medium and utm_campaign, with optional utm_term and utm_content. Google offers a free campaign URL builder to create them. Use them on links you control, like emails, social posts, QR codes and ads on other platforms. Do not use them on links between pages of your own site.
Why it matters for your business: UTM tags turn guesswork into clear credit. They show which email, post or flyer actually brought visitors and leads.
Related articles
More in Glossary
Still need help?
Ask our team