UTM Parameters Explained

UTM parameters are little tags you add to your links so analytics knows exactly where a visitor came from. They turn "direct traffic" mysteries into clear answers.

What they look like

A UTM link adds details to a URL: the source, the medium, and the campaign. Analytics reads these to attribute the visit correctly.

The core parameters

• Source: where it came from (newsletter, facebook).
• Medium: the type (email, social, cpc).
• Campaign: the specific campaign name.

Use them consistently

Agree on naming conventions and stick to them. "facebook" and "FB" will split your data and cause confusion.

Where to use them

Tag every link in emails, social posts, and ads — anywhere outside your own site.

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