UTM parameters, explained
UTM parameters are short labels added to the end of a URL, after a question mark, that tell analytics tools and CRMs where a visit came from. UTM stands for Urchin Tracking Module, after the analytics company Google bought in 2005. There are five standard tags: utm_source (the site or platform, such as facebook or newsletter), utm_medium (the type of traffic, such as cpc, email or social), utm_campaign (the campaign name), and the optional utm_term and utm_content for keywords and ad variations.
An example: a Jaipur jewellery brand promoting a Diwali collection on Instagram might use example.com/diwali?utm_source=instagram&utm_medium=paid_social&utm_campaign=diwali_2026. When a visitor from that link fills in the enquiry form, the form can save the three values with the lead. Weeks later, the team can count how many Diwali enquiries became orders, rather than only how many clicks the ad got.
Consistency matters more than anything else. Decide on lower-case names, one spelling per platform and a campaign naming pattern, and write them down, or Facebook, facebook and fb will appear as three sources in your reports. Never add UTM tags to links between pages of your own site, because they overwrite the original source. DigiPix Flow saves UTM tags, gclid and fbclid with website leads.