Query-string parameters appended to landing page URLs (utm_source, utm_medium, utm_campaign, utm_content, utm_term) that tell web analytics which campaign sent the visit. UTMs originated in Urchin, the product that became Google Analytics, and are read by GA4 and most other analytics tools. Consistent naming conventions are the difference between usable and useless campaign reporting.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "UTM Parameters." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/utm-parameters/