Glossary · Letter U

UTM Tagging

Adding tracking parameters to URLs (utm_source, utm_campaign, utm_medium) so analytics can attribute the source. Without UTM tagging on outbound links (cold email, LinkedIn, WhatsApp, social), traffic shows as "Direct" or "(not set)" and attribution falls apart. Best practice: every outbound link gets a UTM. Free tools: Google Campaign URL Builder, Bitly with custom UTMs.

Related terms

AttributionGA4Cold Email

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