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Glossary Tracking & Attribution
UTM parameters

UTM parameters

Definition

Tags added to a URL that let analytics platforms identify the traffic source, medium, and campaign responsible for a visit.

How UTM parameters work

UTM parameters are appended to a URL as query strings: ?utm_source=affiliatename&utm_medium=affiliate&utm_campaign=spring_launch. When a visitor arrives via that URL, Google Analytics (or any analytics platform) records the UTM values alongside the session. In affiliate programs, UTMs are used to cross-reference affiliate platform data with your own site analytics.

Why it matters for your program

UTMs bridge the gap between your affiliate platform's data and your website analytics. They allow you to see which affiliate campaigns drive not just conversions but also engaged visitors, low bounce rates, and high session values — giving you a fuller picture of affiliate quality beyond raw commission counts.

Category Tracking & Attribution
Common in All digital marketing channels
Payout trigger N/A — analytics tagging
Typical rate N/A — analytics tagging
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