UTM parameters
Common fields are `utm_source`, `utm_medium`, `utm_campaign`, `utm_term`, and `utm_content`. A governed naming convention prevents fragmented reporting caused by inconsistent spelling, capitalization, or values. UTM parameters describe the tagged link and should not be used to place personal or sensitive information in URLs. They support attribution but do not prove that a channel caused the conversion.
What is UTM parameters?
UTM parameters are standardized query-string tags added to URLs to identify the source, medium, campaign, term, or content associated with a visit.
Why it matters
Common fields are `utm_source`, `utm_medium`, `utm_campaign`, `utm_term`, and `utm_content`. A governed naming convention prevents fragmented reporting caused by inconsistent spelling, capitalization, or values. UTM parameters describe the tagged link and should not be used to place personal or sensitive information in URLs. They support attribution but do not prove that a channel caused the conversion.
Example
A campaign link uses `utm_source=newsletter`, `utm_medium=email`, and `utm_campaign=summer_launch` so visits and conversions can be grouped.