UTM parameters are query-string tags appended to a link so analytics tools can record where a visit came from. The standard five are utm_source, utm_medium, utm_campaign, utm_term and utm_content. The name comes from the Urchin Tracking Module, an early analytics product.
Why it matters
Without tags, clicks from newsletters or social posts can be lumped into direct or referral traffic. Consistent tags let you compare channels and campaigns accurately.
Document a naming convention in a shared sheet, for example all lowercase with underscores, so everyone tags links the same way.
Example
https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=oct_launchThe three tags report that the visit came from an email newsletter in the October launch campaign.
Common mistakes
- Using inconsistent spelling or capitalization, such as Email and email, which creates separate rows.
- Tagging internal links, which resets the session source.
- Letting tagged URLs get indexed; use canonical URLs to avoid duplicate content.
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