Analytics & data
UTM parameters
Tags added to a URL that let analytics distinguish the source, medium and campaign of incoming traffic.
UTM parameters are URL suffixes (utm_source, utm_medium, utm_campaign and more) that tell analytics where a visit came from and which campaign drove it.
Why it matters
Without consistent UTM tagging, data collapses into "direct" or "referral" and you can't honestly evaluate which channel works.
Real-world example
A newsletter link carries utm_source=newsletter and utm_campaign=spring-sale. In GA4 you then see exactly how much revenue that specific send generated.
Related terms
Related serviceAI Performance
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