Marketing & measurement
UTM parameters
Labels added to a URL so compatible analytics can identify a traffic source, medium or campaign.
In everyday use
A campaign link includes utm_source to distinguish traffic from a newsletter.
What to keep in mind
They support reporting, not proof of causation; do not put private data in URLs.
Also searched as: UTM, tracking parameters
Further reading
Original explanation and example by Perspectism. Further reading may cover the wider subject, rather than this exact wording. Edition updated 7 October 2026.
More in marketing & measurement
Page updated .