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Glossary

UTM parameters: what it means

UTM parameters are tags added to a link's query string, such as utm_source and utm_campaign, that analytics tools read to tell which post or campaign sent a visit. They change nothing for the reader. Use the same lowercase names every time so reports group correctly.

Also:Social media posting glossaryFree UTM link builder

Updated 2026-10-23

Three tags matter most: source (where the visit came from), medium (the kind of channel) and campaign (the effort it belongs to).

A link that already has UTM tags should have them replaced, not repeated.

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Questions

Do UTM tags change what visitors see?

No. Analytics reads them and the page ignores them. Build tagged links with the UTM builder.

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