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Digital Marketing
UTM parameters are tags added to the end of a link that tell analytics tools exactly which campaign, source, and medium sent a visitor.
The five standard tags are utm_source, utm_medium, utm_campaign, utm_term, and utm_content. Google Analytics reads them and groups traffic accordingly.
They are essential for links Google cannot track on its own: social posts, WhatsApp broadcasts, email newsletters, influencer bios, and QR codes.
Example
A link shared in a WhatsApp broadcast ends with ?utm_source=whatsapp&utm_medium=broadcast&utm_campaign=eid_sale, so the visits show up under that campaign in GA4.
Why it matters
Without UTMs, visits from many channels land in "direct" or "referral", and you cannot tell which marketing actually worked.
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Digital Marketing
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