---
title: "What is UTM Parameters? Definition & Examples | Kitbase"
description: "Tags added to URLs that identify the source, medium, and campaign driving traffic to your site."
canonical: https://kitbase.dev/glossary/utm-parameters
---

[Home](/) [Glossary](/glossary) UTM Parameters

Analytics

# What is UTM Parameters?

Tags added to URLs that identify the source, medium, and campaign driving traffic to your site.

UTM (Urchin Tracking Module) parameters are query string tags appended to URLs that help analytics tools attribute traffic to specific marketing campaigns, channels, and content.

The five standard UTM parameters are: `utm_source` (where the traffic comes from, e.g., "google"), `utm_medium` (the marketing medium, e.g., "cpc"), `utm_campaign` (the specific campaign name), `utm_term` (the paid keyword), and `utm_content` (used to differentiate similar content or A/B test variants).

Consistent UTM tagging is essential for accurate marketing attribution. Without it, you can't reliably measure which campaigns, channels, and content drive signups, revenue, and engagement.

## Example

A newsletter includes a link to your pricing page: `https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=feb_launch`. When users click it, your analytics shows exactly how many conversions came from that email.

## Related Terms

[

Pageview

A recorded instance of a user loading or viewing a specific page in a website or application.

](/glossary/pageview)[

Conversion Rate

The percentage of users who complete a desired action out of the total number who had the opportunity.

](/glossary/conversion-rate)[

Event Tracking

The process of recording specific user interactions and actions within a website or application for analysis.

](/glossary/event-tracking)

## Track events with Kitbase

Capture custom events, analyze user behavior, and build funnels — all with a lightweight, privacy-friendly SDK.

[Explore Event Tracking](/event-tracking)