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Digital Marketing & SEO vocabulary · Analytics and Attribution

UTM parameter

Meaning in digital marketing & SEO, with examples

nounCommon term

In digital marketing & SEO, UTM parameter means: A tag added to the end of a URL, such as utm_source or utm_campaign, that tells analytics tools where a visitor came from.

In Turkish: UTM parametresi, UTM etiketi

How it is used

Used on links in emails, social posts, influencer bios and printed QR codes. You add UTM parameters to links or tag links with them; if names are not consistent, reports become messy. UTM stands for Urchin Tracking Module.

Example sentences

  1. Add UTM parameters to every link in the newsletter so we can see which section gets clicks.

  2. Half of the campaign traffic shows up as 'direct' because the UTM parameters were missing.

Common collocations

  • add UTM parameters
  • UTM link
  • UTM builder
  • utm_source and utm_medium
  • conversion trackingSetting up tools so that ad platforms and analytics can record when a visitor completes a goal, such as a purchase or a form submission.
  • attributionDeciding which channels, ads or touchpoints get credit for a conversion when a customer interacted with several of them before buying.
  • dashboardA screen or report that shows the most important numbers and charts in one place, often updated automatically.
  • campaignA planned set of marketing activities with a shared goal, budget and time frame, such as a product launch or a summer sale.

More terms: Analytics and Attribution

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