UTM Parameters
Table of Contents
What is UTM Parameters?
UTM parameters are tagged query strings—utm_source, utm_medium, utm_campaign, etc.—appended to URLs to track campaign performance in analytics platforms.
Key points
- Core tags: source, medium, campaign, term, content.
- Analytics: Google Analytics groups traffic by UTM values.
- Consistency: Naming conventions ensure clean reports.
- QR & SMS: Pre‑tag links to avoid “direct” attribution.
- Security: Avoid PII in UTM values; public in links.
Pro tips
- Use a shared spreadsheet or generator to prevent typos.
- Keep values lowercase and hyphenated.
- Strip UTMs before internal links to avoid self‑referrals.
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