Analytics Wiki Entry

UTM Parameters

URL tags that identify the source, medium and campaign of inbound traffic.

UTM parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content) appended to URLs allow precise tracking of marketing campaigns in Google Analytics. UTMs should be applied consistently across paid, social, email and partnership traffic. Avoid using UTMs on internal links, which corrupt session data and inflate referral attribution.

Related Entries

Google Analytics 4 (GA4)

Google's current analytics platform, replacing Universal Analytics.

Attribution

The methodology for assigning credit to marketing channels in a customer journey.

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