Tracking tags added to URLs to identify the source, medium, and campaign in analytics data.
UTM parameters are tags added to URLs so analytics tools can attribute sessions and conversions to the correct channel, campaign, and creative. They’re essential for clean reporting across email, paid social, partnerships, and any channel without auto-tagging.
Browse related definitions in the same glossary category.
Acquisition Channel
The source through which users find your website - such as organic search, paid search, social media, or referrals.
Acquisition Cost (CPA)
Cost Per Acquisition - the average amount spent to generate one booking, enquiry or conversion.
Anonymous Traffic
Website visits where user data or referrer information is not available due to privacy settings or tracking restrictions.
Attribution Model
A rule that determines how credit for conversions is assigned to different marketing touchpoints (e.g., first click, last click, data-driven).
Average Position
A metric indicating where a page typically ranks in search results for a given query. Replaced by average ranking in GA4.
Behaviour Flow
A report in analytics tools showing how users navigate between pages and where they drop off.
Understanding "UTM Parameters" is just the first step. Our team at TwoSquares specializes in technical SEO and digital strategy, helping brands turn complex concepts into measurable growth.