UTM Parameters (UTM)
UTM parameters are tags added to a URL (utm_source, utm_medium, utm_campaign, and more) that tell your analytics where a click came from. They let you attribute traffic and conversions to specific ads and campaigns.
Also called: UTM tagsFormula
URL?utm_source=…&utm_medium=…&utm_campaign=…Example
example.com/?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale identifies clicks from the Google 'spring_sale' paid campaign in Google Analytics.
Why it matters
UTMs are how analytics tools like GA4 separate paid, organic and referral traffic and measure each campaign's real contribution — independent of what each ad platform claims.
Put these metrics to work
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FAQ
What are the main UTM parameters?
utm_source (where), utm_medium (channel type, e.g. cpc), utm_campaign (which campaign), plus optional utm_term and utm_content for keyword/creative detail.
Do I need UTMs if platforms already track clicks?
Yes — UTMs give you a consistent, platform-independent view in your own analytics, which is essential for comparing channels fairly.