Glossary

UTM Parameter (Google Analytics)

Most common use of UTM parameters is to enable the Google Analytics to accurately report and tie in visits from specific promotional campaigns. UTM parameters can contain the name of the promotional campaign, campaign source, campaign medium, campaign term and campaign content. Only the campaign source and website url are mandatory elements in UTM parameter. Using UTM parameters allows for appropriate conversion attribution to the email, adWord campaigns or other promotional campaigns. No campaign should ever be launched without the proper UTM parameters.