UTM parameters
Tags added to a link so Analytics knows exactly where a click came from.
What it means
UTM parameters are short tags appended to a URL — source, medium, campaign, and a few others — that tell Google Analytics exactly which link someone clicked, rather than just guessing from the referring domain.
Why it matters
Without them, a link shared in an email newsletter and a link shared in a social post can both show up as vague 'referral' traffic. With them, you can ask specifically how that one newsletter performed.
ask datanephew
Do I need to add these to every link I share?
Only the ones you want to measure individually — a link in a paid ad or an email campaign is worth tagging; a casual mention does not need one.
Can datanephew set these up for me?
It can generate the tagged URL for a campaign you describe and explain what to put in each field — ask it to build one for your next email send.