analytics-dictionary / term / tracking & measurement
UTM parameters
UTM parameters are tags added to a URL so analytics tools know which campaign, source and medium sent a visitor.
Written by Reflective Data experts · updated Oct 5, 2026
The five standard parameters are utm_source, utm_medium, utm_campaign, utm_term and utm_content. When someone clicks a tagged link, the values are read by your analytics tool and attached to the session.
Consistency matters. “Email”, “email” and “e-mail” are three different values to a report, so agree a naming convention and stick to it.
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