UTM parameters
Also called UTM tags, UTM codes, campaign parameters.
Tags added to the end of a link that tell analytics tools the source, medium and campaign of the visit.
UTM parameters are query string tags added to a link, such as ?utm_source=instagram&utm_medium=social&utm_campaign=spring-sale. Every major analytics tool reads them and uses them as the source of the visit.
The five classic parameters are utm_source, utm_medium, utm_campaign, utm_content and utm_term. GA4 also reads utm_id and utm_source_platform (Google). Values are case sensitive.
Use them on links that point to your site from somewhere else: ads, emails, social posts, QR codes. Never on links between your own pages. The UTM parameters guide has a naming scheme you can copy.
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