---
title: "What Are UTM Parameters? Campaign Tracking Definition | ONEGTMLAB"
description: "UTM parameters are tags added to a URL that tell analytics tools which source, medium and campaign sent a visitor. Learn the five core UTM parameters."
canonical: https://www.onegtmlab.dev/glossary/utm-parameters
---

# What Are UTM Parameters? Campaign Tracking Definition | ONEGTMLAB

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GTM Glossary

# UTM Parameters

UTM parameters are tags added to the end of a URL, such as utm\_source and utm\_campaign, that tell analytics tools where a visitor came from and which campaign brought them.

Also called: UTM, UTM codes, UTM tags

## Why it matters

The core parameters are utm\_source (the referrer, such as linkedin), utm\_medium (the channel type, such as email or cpc), utm\_campaign (the campaign name), utm\_term (the paid keyword) and utm\_content (which link or ad variant was clicked). Analytics tools such as Google Analytics read these values when the page loads and attribute the session to them.

Without UTM parameters, traffic from emails, direct messages and many apps can show up as direct, so a team cannot tell which post or sequence drove a signup. Consistent naming matters: values are case sensitive, so a shared lowercase convention keeps LinkedIn and linkedin from splitting into two sources. UTM parameters describe the link that was clicked; on their own they do not identify the person.

## Example

A marketer shares a webinar signup link in a LinkedIn post and in a newsletter. The post link ends in ?utm\_source=linkedin&utm\_medium=social&utm\_campaign=q3\_webinar, and the newsletter link uses utm\_source=newsletter&utm\_medium=email with the same campaign name. After the event, the analytics report shows how many signups each link produced, so the budget for the next webinar follows the channel that worked.

## Related terms

-   [Demand Generation](/glossary/demand-generation)
-   [Lead Generation](/glossary/lead-generation)
-   [RevOps (Revenue Operations)](/glossary/revops)
-   [Customer Acquisition Cost (CAC)](/glossary/customer-acquisition-cost)

## Related service

[RevOps Clean CRM data, lead routing and reporting your team can trust.](/services/revops)

## Related playbook

-   [Claude Code for Marketing Content, SEO, page research, link building and lead magnets, run as repeatable skills instead of one-off prompts.](/growth-playbooks/claude-code-for-marketing)

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