Glossary
What is UTM?
UTM parameters
UTM tags are labels on a link (utm_source, utm_medium, utm_campaign) that later tell you where each visitor or customer came from.
Example
https://your-company.com/offer?utm_source=facebook&utm_medium=paid-social&utm_campaign=spring-2026
The visitor sees nothing different, but when they land (and later in CRM) you know they came from a paid Facebook ad in the “spring-2026” campaign.
Why it matters
Without UTMs, paid traffic can look like “direct” and you cannot tell what you paid for. Use the same names every time, lowercase. Generate links with the UTM link generator.