Home / Resources / Glossary / UTM parameters Glossary
What is UTM parameters? Short tags added to a web address so analytics can tell which campaign, source and ad a visit came from.
In plain words UTM tags are the labels at the end of campaign links. Used consistently they make reports reliable; used carelessly they split or hide results.
Questions to ask a company that offers this Do you use a naming convention for campaigns? Can I see the tracking sheet? A good company will answer these plainly and in writing. Vague or evasive answers are worth noting.
Explanation last read through on 25 October 2026. It is general guidance in plain language, not advice for your particular project. Tell us if something is wrong or unclear.
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