UTM parameters are small tags you add to your links. They tell AttributionHub (and other analytics tools) where your visitors came from.

Example link with UTMs:

"https://yourwebsite.com/pricing?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale"

Required Parameters

AttributionHub recommends using at least these 3 UTMs:

• utm_source → Where the traffic came from (e.g., google, facebook, newsletter).
• utm_medium → Type of channel (e.g., cpc, email, social).
• utm_campaign → Name of the campaign (e.g., spring_launch, black_friday).

Optional (but useful) Parameters

• utm_term → Keyword (used in paid search campaigns).
• utm_content → Ad variation (e.g., image_ad vs. video_ad).

Best Practices for UTMs

• Always use lowercase (e.g., google, not Google).
• Use underscores _ instead of spaces.
• Keep names short but clear.
• Be consistent — always use the same naming across campaigns.
• Avoid special characters (?, &, #) inside values.

Example good UTMs:

"utm_source=linkedin&utm_medium=paid_social&utm_campaign=product_launch"
"utm_source=email&utm_medium=newsletter&utm_campaign=q2_update"

Tip: AttributionHub will group traffic more clearly if you’re consistent with naming.