What is UTM parameters?
Short tags added to a link, like ?utm_source=instagram, that tell your analytics exactly which campaign, channel and post each visitor came from.
What is UTM parameters?
UTM parameters are labels appended to a URL, originally from Urchin, the analytics tool Google bought. The five standard tags are source (where, such as instagram), medium (how, such as email or social), campaign (which promotion), term and content (for paid keywords and A/B variants). When someone clicks a tagged link, the tags travel with the visit and are recorded with whatever they do next.
They solve attribution's everyday problem: analytics can see a visitor arrived, but without tags it cannot tell your October newsletter from your October ad. A simple naming convention, decided once and written down, keeps the data clean enough to act on: lowercase, no spaces, and a shared list of source and medium values.
Why it matters
Without UTMs, "which channel brings customers?" is an argument; with them it is a report. They cost nothing to add and they compound: months of consistently tagged links produce the channel data that justifies doubling what works and cutting what flatters you.
How it works in Medivot
Medivot captures UTM parameters automatically wherever a lead arrives: landing page submissions record the visit's UTM values on the new CRM lead, webinar registrations attribute every registrant to a source, and tracked links for signatures and social posts tag the traffic you share by hand. Campaign reports then show leads and revenue by source, not just clicks.
Frequently asked questions
What are the five UTM parameters?
utm_source (the platform, such as google or newsletter), utm_medium (the channel type, such as email or cpc), utm_campaign (the promotion name), utm_term (paid search keyword) and utm_content (the variant or link placement). Source, medium and campaign cover most small-business needs.
Do UTM tags affect SEO or page behaviour?
No. They are inert text in the URL that analytics tools read; the page itself ignores them. The only care needed is consistency in naming, so reports group correctly, and avoiding them on internal links, where they would overwrite the visitor's true origin.
Guides and resources
- How to Measure Webinar ROI: Metrics, Attribution and a Simple Formula
- Email Marketing Automation: Strategies, Drip Campaigns & Best Practices for 2026 | Medivot
- All glossary terms
- Pricing