Analytics, Retention & Metrics
UTM parameter
Also called: UTM code, UTM tag, campaign tracking parameter
A UTM parameter is a name and value appended to a URL query string, read by analytics tools to attribute a visit to a source. The common five are utm_source, utm_medium, utm_campaign, utm_term and utm_content. A description link tagged with utm_source=youtube arrives in your analytics labelled as YouTube traffic instead of dropping into a generic direct or referral bucket.
They only measure traffic to properties you own. Tagging a link tells you nothing extra inside YouTube Analytics, and the tags sit in plain sight in the URL, so keep them short, descriptive and dull.
More in Analytics, Retention & Metrics
- Absolute audience retention
- Advanced mode
- Analytics data delay
- Analytics dimension
- Analytics export
- Analytics groups