Term
UTM parameters
Tags added to a link so analytics tools can tell where a visit came from.
VAULT 33|27 · Updated 12 November 2026 · 1 min read
What it means
UTM parameters are additions to a URL, such as utm_source, utm_medium and utm_campaign, that analytics tools read to attribute the visit to a channel or campaign.
Why it matters for your business
Tag every link you control in emails, social posts, QR codes and ads. Keep naming consistent, otherwise reports split one campaign into several confusing lines.
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