RevOps & CRM

UTM Parameters

Also: UTMs

Tags added to a URL that tell your analytics where a click came from, the campaign, source, and medium, so traffic and conversions can be traced to their origin.

Why it matters

UTMs are the backbone of campaign tracking; without consistent tagging you cannot reliably attribute traffic or pipeline to the campaigns that produced them.

What good looks like

Good UTM practice uses a strict, documented naming convention applied consistently across every campaign, so the data stays clean and comparable.

Related terms

AttributionMulti-Touch AttributionMarketing Tech StackConversion Rate
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