UTM parameters are short tags added to a website URL to help identify where visits originate. They are useful for newsletters, social posts and campaign reporting.
The five common UTM parameters
utm_source identifies the source, such as newsletter. utm_medium identifies the channel, such as email. utm_campaign groups visits under a campaign. utm_term and utm_content are optional details.
Example
https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=autumn
Good practices
Use consistent lowercase naming, avoid personal information in URLs and check that your analytics setup records campaign attribution correctly. UTM parameters do not measure conversions by themselves.