Analytics & Attribution
UTM Parameters
Quick definition
Query-string tags appended to URLs (utm_source, utm_medium, utm_campaign, utm_content, utm_term) to track traffic source.
What it actually means
UTM parameters give Google Analytics and most analytics tools a clean source-of-truth on where a session originated. Disciplined UTM tagging is the foundation of multi-channel reporting — without consistent UTMs, paid social, email, and influencer attribution become unreliable. Build a UTM template, document it in a shared spreadsheet, and enforce it across all paid spend, email links, and partner placements. UTM-Builder, Klaviyo, and Shopify all auto-append UTMs when configured.