UTM parameters
Tags appended to a link's URL that tell your analytics which post, platform or campaign sent each visitor.
UTM parameters are key-value tags you add to the end of a URL — utm_source, utm_medium, utm_campaign and friends — that your analytics reads to attribute a visit. Without them, social traffic lands in your stats as an anonymous lump; with them, you know the exact post that earned each click.
They're what makes click-through rate and conversion rate traceable across the gap between social and your product, and they're essential for measuring the links on a link in bio page where several destinations compete.
TipBuild consistent, trackable links with the UTM link builder.
See also