Understanding UTM Parameters for Campaign Tracking

UTM parameters are small tags added to the end of a URL that let your analytics tool identify exactly where a visit came from.

The Core Parameters

Source (where the traffic came from), medium (email, social, ad), and campaign (a specific promotion's name) are the three most commonly used tags.

Why It Matters

Without UTM tags, all traffic from a newsletter link and a social media post might show up as generic "direct" traffic — tagging your links lets you actually compare which channels perform best.

Further Reading

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