Glossary
UTM Parameter
Tags appended to a URL that let analytics attribute a visit to a specific source, campaign or creator.
Also known as: UTM · UTM parameters · UTM tags
UTM parameters are tags appended to a URL (e.g. utm_source, utm_campaign) that tell analytics where a visit came from. Per-creator UTMs let a brand attribute web sessions and conversions to an individual creator.
UTMs are one input to first-party attribution; creator commerce combines them with per-creator promo codes, QR and on-page events so attribution survives even when links are stripped or shortened.