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 linksoon from one shared sheet.
Go deeper
- How to use UTM parametersComing soon
- How to set up conversion trackingComing soon
- How to track which channel brought each dealB2BComing soon
What links here
Sources
- URL builders: collect campaign data with custom URLs, Google Analytics Help, checked 24 September 2026
Last checked 24 September 2026.