UTM parameters
UTM parameters
UTM parameters are labels added to a URL to describe campaign context, such as source, medium and campaign. Analytics tools can use them to categorise incoming traffic.
How it works.
A consistent naming convention helps a team recognise related links in reporting. Keep names stable and meaningful, and check that the destination and any redirects preserve the information the reporting setup needs.
What to watch for.
UTM labels do not prove that a campaign caused a sale, and inconsistent spelling can fragment reports. Avoid putting personal or sensitive information in URL parameters, which can be exposed through logs and shared links.
Put the definition to work.
Document the naming convention and test representative links. Connect campaign context with the wider measurement process rather than treating URL labels as complete attribution.