UTM Parameters

Tags added to a URL that tell Google Analytics which campaign, source, and medium drove a specific visit, enabling precise tracking of marketing activity.

Without UTM parameters, you cannot tell which email, ad, or post drove a specific conversion. With them, you can attribute revenue to specific campaigns and double down on what works.

A founder adds UTM parameters to her Instagram bio link: ?utm_source=instagram&utm_medium=social&utm_campaign=jan_launch. Google Analytics shows exactly how many sales came from Instagram.