Measurement. Reviewed October 29, 2026
UTM parameters
Also called: UTM tags, Tracking parameters
UTM parameters are tags added to the end of a link, such as utm_source=google and utm_campaign=spring-tuneup, that tell analytics where a visitor came from.
In practice
Use them on every link you control: ads, emails, texts, the Business Profile website link, the truck's QR code. Without them, a visitor from an email looks like a visitor who typed the address.
Keep a spreadsheet of the names used, or the reports fill with five spellings of the same campaign.
Related terms
- Google Analytics 4Google Analytics 4 is Google's free website analytics tool, which reports visitors, where they came from, which pages they viewed and which actions they took.
- Marketing attributionMarketing attribution is working out which ad, search, referral or page produced each lead and each job, so money moves toward what works.
- Conversion trackingConversion tracking is the setup that tells an ad platform or analytics tool when a visitor did the thing that matters, such as calling, submitting a form or booking, so spend can be judged by results instead of clicks.
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