What is UTM Parameters?

UTM parameters (Urchin Tracking Module) are standard URL query tags for labeling traffic in web analytics: utm_source, utm_medium, utm_campaign, utm_term, utm_content. They are appended to links so Google Analytics, Yandex Metrica, and BI tools show where visits came from.

In arbitrage, UTMs supplement but do not replace the tracker: CPA attribution uses click ID and postback; UTMs help reconcile analytics with tracker reports and build funnels on your own landing.

Core parameters

utm_source — source (facebook, push_network_name).
utm_medium — channel type (cpc, push, native).
utm_campaign — campaign name or ID.
utm_content — creative or ad variant.
utm_term — keyword (common in search).

With a tracker

The tracker URL may forward UTMs to the landing or map them into sub fields. Avoid clashes with offer parameters and URL length limits. For Meta/TikTok, some tags duplicate built-in campaign IDs in the ad account.

Limits

UTMs may drop on redirects if not forwarded; direct jumps to the advertiser’s offer skip your domain analytics. Cookie analytics suffers more from ITP and blockers than server-side tracking. For paid social today, primary measurement is tracker + pixel/CAPI; UTMs are a secondary layer.