UTM parameters

What UTM parameters means, why it matters for marketers, and where it shows up in practice.

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Definition

UTM parameters are tags added to a URL, such as utm_source, utm_medium and utm_campaign, that tell analytics tools where a visit came from.

Also called UTM tags, UTM

MegaMCP glossary32 terms

Explained

Consistency is everything: “Facebook”, “facebook” and “fb” become three different sources. Agree a naming convention and stick to it.

Google Ads usually relies on auto-tagging (the gclid) instead of manual UTMs for its own traffic; other platforms and email need UTMs to show up correctly in GA4.

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