UTM Parameters

Category: Analytics

URL query strings that tell analytics tools where a visit came from.

UTM parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term) are the plumbing of paid and email attribution. Standardize your taxonomy in a shared doc, enforce it with a builder tool, and audit monthly. Inconsistent UTMs (LinkedIn, linkedin, LI, li_organic all appearing) are the single most common source of broken dashboards.

Related terms

• Attribution Model

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.