UTM Parameter

Concept

UTM parameters are simple text tags appended to a URL that identify the source, medium, and campaign name when a visitor clicks a link.

What is UTM parameter, in plain English?

UTM tags are like luggage tags attached to web links. When someone clicks `yoursite.com?utm_source=instagram&utm_campaign=summer_sale`, your website's analytics reads the tag and knows the visitor arrived from an Instagram summer promotion.

UTM parameter example

`https://datalensai.in/?utm_source=newsletter&utm_medium=email&utm_campaign=august_update`

Common UTM parameter mistakes

Inconsistent spelling and casing (e.g. `utm_source=Facebook` vs `utm_source=facebook` vs `utm_source=fb`) splits a single channel into multiple confusing rows in your analytics and database reports. Always enforce lowercase conventions.

Related terms

Attribution window
Schema mapping