UTM parameters
UTM parameters label a campaign link with information such as source, medium and campaign.
UTM parameters are named additions to a URL used to attribute campaign traffic. utm_source identifies the source, utm_medium the medium and utm_campaign the campaign. Reporting depends on which values the measurement system actually receives.
A fictional partner link uses utm_source=partner&utm_medium=referral&utm_campaign=portal_start. Consistent naming helps avoid counting the same partner under several labels. Personal names or email addresses do not belong in these campaign labels.
A tag is source information, not proof of identity or enquiry quality. Parameters can be changed or lost. Whether the contact fits the offered service and becomes an order is assessed in later processing steps.
Sources
Related terms
- Conversion rateConversion rate expresses defined goal actions as a share of an explicitly named base.
- Event trackingEvent tracking records selected actions on websites or in apps. A clearly defined trigger explains what a counted event actually establishes.
- Repeat purchase rateRepeat purchase rate is the share of customers who buy again. A report needs an explicit period, customer identity and distinct orders.
- Customer retention rateCustomer retention needs a fixed starting group. A SaaS report must count customers distinctly and separate new accounts from reactivated ones.
- Average order valueAverage order value needs an order-level calculation. An import with multiple line items per order must not inflate the order count.
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