Measurement
UTM parameters
Tags added to the end of a link (utm_source, utm_medium, utm_campaign and others) that tell analytics where a visit came from.
What it is
They are read by analytics tools such as GA4 and can be stored with each lead in the CRM.
Why it matters
For lead generation and e-commerceThey let visits and leads be grouped by channel and campaign, across platforms that do not share data.
In practice
Agree a naming scheme, apply it to every link, and capture the values with each form submission.
A common mistake
Inconsistent naming (Facebook, facebook, fb), which splits one channel into several in every report.
All terms