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Glossary · Tracking & Attribution

UTM Parameters

Urchin Tracking Module parameters — Tags appended to a URL that identify the campaign, source, and medium driving traffic, used by analytics tools outside Meta.

What is UTM Parameters (Urchin Tracking Module parameters)? — Meta Ads Glossary — details

UTM parameters are short tags added to the end of a landing page URL (utm_source, utm_medium, utm_campaign, and similar) that get picked up by analytics platforms like Google Analytics to attribute a visit back to the specific ad, ad set, or campaign that sent it. They're independent of Meta's own attribution and pixel system, giving a second, cross-checkable view of traffic source.

Agencies use dynamic UTM parameters that auto-populate with campaign, ad set, and ad names so that a client's analytics platform can be sliced by the exact same structure as Ads Manager, making it possible to reconcile Meta's reported numbers against an independent, platform-agnostic source of truth.

Examplehttps://example.com/?utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}
Related terms
Attribution ModelTracking & AttributionMERMetricsLanding PageCreative
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