UTM Parameters
Tags added to URLs (utm_source, utm_medium, utm_campaign) that tell your analytics where a visit came from. They describe the click, not the person.
Free · no signup · last reviewed August 29, 2026
The definition
Tags added to URLs (utm_source, utm_medium, utm_campaign) that tell your analytics where a visit came from. They describe the click, not the person.
Why it matters to an owner
Without UTMs, everything is 'direct traffic' and every channel takes credit for every sale. With them, arguments end.
Keep going
UTM Link BuilderBuild campaign-tagged URLs with a naming convention that stays consistent — and finally kn…UTM Conventions That Survive Real LifeThe mental model behind source/medium/campaign, the three rules that do all the work, and …GCLID (Google Click ID)A unique tag Google appends to every ad click's URL. It lets a later conversion be matched…
This is the work. Want it done?
Everything here is free to use yourself — that’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.