Glossary
UTM parameters
Standard URL parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term) that tell analytics where a visit came from. Affiliates use them alongside tracker parameters to see which source, campaign and creative sent each click.
Also called: UTM tags, UTM.
UTMs are read by Google Analytics and most analytics tools. A tracker uses its own parameters (subs, click IDs), so a link often carries both: UTMs for the lander's analytics, sub IDs for the tracker and the network.
Name them consistently: utm_source for the platform, utm_campaign for the offer and GEO, utm_content for the creative. A naming scheme you can read a month later is worth more than any dashboard.