UTM parameters
UTM parameters are short tags added to the end of a web address, such as utm_source and utm_campaign, that tell analytics tools where a visit came from. They let a business see which email, ad or post brought each visitor and what they did next.
In practice
What it means when you are the one making the decision.
The common parameters are source, medium and campaign, with optional term and content. Consistent naming is essential: using facebook in one place and Facebook in another splits the data. A simple shared sheet of naming rules prevents that.
UTM tags should not be used on links within your own website, because they can overwrite the original source of a visit. Use them on external links such as ads, newsletters and social posts, and check reports to confirm they are recorded properly.
Example
A newsletter link ends with utm_source=newsletter, utm_medium=email and utm_campaign=october-offer, so analytics shows exactly how many enquiries it produced.
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