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Glossary / Analytics & CRM

UTM parameters.

Tags added to links that tell analytics where a visit came from.

What it means

Tags added to links that tell analytics where a visit came from. Use consistent source, medium and campaign values, and capture them in your CRM.

Related terms

Attribution Lead source

More in Analytics & CRM

Call tracking Conversion rate Conversion tracking Customer relationship management (CRM)Enhanced conversions First-touch attribution Google Analytics 4 (GA4)Google Tag Manager (GTM)

Read more.

Articles that put UTM parameters to work.

Cover illustration for the article “Marketing Attribution for Small Businesses: What to Use and What to Ignore”

Analytics · 3 min read · Nick Irmo

Marketing Attribution for Small Businesses: What to Use and What to Ignore

First touch, last touch, data-driven: a plain-English guide to attribution for businesses that need to know which marketing pays, without an enterprise budget.

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