UTM parameters: meaning and how it works
Published 1 October 2026
UTM parameters are tags added to a link so analytics shows where each visit came from.
Common tags are utm_source, utm_medium and utm_campaign. Build them with the UTM link builder.
How it works in practice
UTM tags are added after a question mark in the URL and are read by tools such as Google Analytics. They let you separate traffic from Instagram, YouTube and email.
Example
Example: example.com/?utm_source=instagram&utm_medium=bio&utm_campaign=diwali shows in analytics as Instagram bio traffic from the Diwali campaign.
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