UTM Parameters
Tags added to URLs that let analytics tools identify the source, medium, and campaign driving traffic.
Full definition
UTM (Urchin Tracking Module) parameters are query string variables appended to URLs. The five standard parameters are: utm_source (where traffic comes from, e.g. 'google'), utm_medium (the channel, e.g. 'cpc'), utm_campaign (the campaign name), utm_content (differentiates ad variants), and utm_term (the keyword). When a user clicks a tagged URL, GA4 reads these parameters and attributes the session accordingly. Consistent UTM conventions are essential for reliable attribution — inconsistent naming (e.g. 'Facebook' vs 'facebook') creates fragmented reports. UTMs do not affect SEO and are stripped from the URL after the initial visit.
Real-world example
An agency tags their newsletter link as utm_source=newsletter&utm_medium=email&utm_campaign=may-digest and discovers email drives 3× more qualified leads than previously credited.
Related terms
The process of crediting marketing touchpoints with conversions or sales.
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