UTM parameters
Definition
UTM parameters are tags such as utm_source, utm_medium and utm_campaign added to the end of a link. They show which advert, campaign or post brought a visitor to your website.
How do UTM parameters work?
Imagine the link in your Instagram advert ends with ?utm_source=instagram&utm_medium=paid&utm_campaign=implants-october. When a visitor arrives through that link and fills in your form, you know the enquiry came from the October implants campaign on Instagram. There are five standard parameters: utm_source, utm_medium, utm_campaign, utm_term (the keyword) and utm_content (which version of the advert).
Consistency matters: write ‘instagram’ in one place and ‘ig’ in another and your reports will show two separate sources. Keep a short naming list for the team and build every new campaign link from it. UTM tags should never carry personal data, so do not put names or phone numbers in a link.
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