Glossary
UTM Parameters
UTM parameters are tags added to the end of a link that tell your analytics where a visitor came from, such as the platform, campaign and ad.
Example
yoursite.com/book?utm_source=facebook&utm_medium=paid&utm_campaign=free-trial tells you the visit came from a paid Facebook campaign called free-trial.
How to read it
UTMs only help if they're consistent. Messy names split one campaign into many rows.
Why it matters
UTMs are one of the simplest ways to connect a lead back to the ad that brought them in.
Common mistakes
- Inconsistent naming, so the same campaign shows up under several names.
- Leaving UTMs off some ads, which leaves gaps in reporting.
- Putting personal information in the link.
How to improve UTM parameters
- Use one naming convention for source, medium and campaign.
- Tag every ad link, not just some.
- Keep names lowercase and consistent.
- Use a URL builder so tags are typed the same way every time.
Sources: Google Analytics Help: URL builders
Related: CTRL Track
Related terms
Marketing AttributionMarketing attribution is working out which ads and channels led to each lead and sale, so you know what's actually working.Meta PixelThe Meta Pixel is a piece of code on your website that tells Meta when people who saw your ads take actions like viewing a page, filling in a form or booking.Attribution Model (First Touch vs Last Touch)An attribution model is the rule for deciding which ad or channel gets credit for a sale when a customer interacted with several before buying.