UTM parameters
Labels you attach to a link so you can see in your analytics which campaign or channel brought a visitor.
By Tanguy De Keyzer · Founder & digital strategist
What are UTM parameters?
UTM parameters are pieces of text you append to a URL to label the origin of a visitor. This way your analytics knows exactly through which source, which medium and which campaign someone arrived on your site.
The main tags
- utm_source, the source (e.g. linkedin, newsletter).
- utm_medium, the type of channel (e.g. cpc, email, social).
- utm_campaign, the specific campaign.
In addition, utm_term and utm_content exist for extra detail, handy for distinguishing variants or ads.
Why they are indispensable
Without UTMs, a lot of traffic ends up on one big pile (“direct” or “referral”) and you do not know what works. Consistent UTM labels make your reporting reliable and are the basis for correct attribution of your results.
From theory to growth.
We turn UTM parameters into measurable results for your business.