Marketing, sales and customers
UTM
- Marketing, sales and customers
Definition
A short code (or set of tags) added to a link's URL so that clicks on it can be traced back to a specific campaign, channel, or piece of content.
Example
A marketing team adds tags to a campaign link so analytics can group website visits by channel and campaign.
See how it works
https://example.com/learn?utm_source=newsletter&utm_medium=email&utm_campaign=novemberSource: newsletter · Medium: email · Campaign: november
An illustrative tagged link.
Check your understanding
Common mistake: Tracking a visit through UTM parameters does not prove the campaign caused a purchase.
Which part names the campaign?
Show explanation
utm_campaign=november.
For your role
Choose your role to see what this term means in your work.
Why it matters
Without consistent tags, traffic shows up as ‘unknown’ and campaigns cannot be compared.
Where it is used
Campaign links, email marketing and analytics reports.