Measurement
UTM parameters
Also called UTM tags, UTM codes.
UTM parameters are short tags added to the end of a link that tell your analytics tool where a visitor came from.
They look like ?utm_source=linkedin&utm_medium=social&utm_campaign=launch. Google Analytics reads utm_source (the site, like linkedin), utm_medium (the type, like email or cpc) and utm_campaign (your name for the campaign). Others, like utm_content, tell two versions of a link apart.
Tag every link you share outside your site: posts, emails, bios and ads. Use lowercase and the same names every time, or reports split into many rows. They are the base of attribution, next to self-reported attribution. Tagged links can create extra addresses, which a canonical URL handles. Build each tagged link from one shared sheet.
Go deeper
- How to use UTM parametersTag every link you share with UTM parameters so Google Analytics shows which post, message or email brought each signup or sale, with a copy-ready naming sheet, a link formula and a 30-minute Sunday check.
- How to set up conversion trackingSet up conversion tracking in an afternoon: pick the one action that makes you money, count it as a key event in free Google Analytics 4, test it with a real conversion, save where every customer came from, and add Google, Meta or LinkedIn tags only before you spend on ads.
- How to track which channel brought each dealB2BTrack which channel brought each deal with one Source field on every deal in a free CRM: a list of 10 lead sources, the buyer's own answer on every first call, hidden UTM fields on your quote form, and a Sunday count of calls, proposals and won dollars by source that moves your hours after 4 Sundays.
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Sources
- URL builders: collect campaign data with custom URLs, Google Analytics Help, checked 24 September 2026
Last checked 24 September 2026.