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UTM Parameters
Also known as · UTM Tags · Tracking Parameters
URL query parameters that pass campaign source, medium, and campaign name to analytics platforms.UTM parameters are URL query strings (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that pass campaign attribution data to analytics platforms. Disciplined UTM tagging is the difference between accurate channel attribution and a soup of '(direct) / (none)' sessions. Modern paid platforms auto-tag, but manual UTM discipline still matters for email, organic social, and partner referrals.
Related terms
Other analytics terms.
Attribution
The process of assigning credit for a conversion across the marketing touchpoints that contributed to it.
MMM
Statistical method that estimates the incremental contribution of each marketing channel using aggregated data.
Incrementality
The portion of conversions that would not have occurred without the marketing intervention.
Bounce Rate
Share of sessions that view only one page before leaving the site.
GA4
Google's current analytics platform — event-based, cross-platform, with privacy-first defaults.
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