UTM Parameters (Urchin Tracking Module) are text fragments added to URLs to identify the source, medium, campaign, and content of traffic in Google Analytics. The 5 standard parameters are: utm_source, utm_medium, utm_campaign, utm_term, and utm_content. They are essential for correct conversion attribution.
URL: site.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=summer2026&utm_content=video-ad-1. In GA4, you can see exactly how many conversions the 'summer2026' campaign generated from the 'facebook' source via the 'cpc' medium.
The latest version of Google Analytics, built on an event-based data model.
A tag management system that lets you add tracking codes without editing your site's source code.
A key metric used to evaluate the success of a campaign or strategy.