Michael Kirkegaard
Analytics and measurement

UTM Parameters

UTM parameters are standardised tags added to a URL to track where traffic originates. The five common ones are source, medium, campaign, term and content, and analytics tools read them automatically.

A newsletter link with utm_source set to newsletter and utm_medium set to email makes it possible to measure the email channel's contribution precisely.

Illustration symbolizing the concept "UTM Parameters": UTM parameters are standardised tags added to a URL to track where traffic originates. The five…

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AOV Attribution Model Audience Baseline BigQuery Bounce Rate CAC payback Churn rate
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