standard

UTM parameters

De facto convention of query-string parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term) used to label inbound links so campaign reports can group traffic by them.

Known aliases

Urchin Tracking Module

Relationships

No evidence-backed relationships are recorded.

Current clusters

build1 publisher

A forwarded link reports utm_source=facebook even when the click came from WhatsApp

A dev.to walkthrough builds channel attribution from tagged URLs and one seven-column events table, and it is specific about where the labels stop being true and why a SQLite file on Lambda loses rows without an error.

Publishers:dev.to

Reality

Evidence62
Adoption: Insufficient
Hype gap−12
Incentives18
Confidence58