UTM parameters
AnalyticsDefinition
UTM parameters are tags appended to a URL (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell analytics tools exactly where a visit came from. They turn “traffic went up” into “the March newsletter’s second link drove 214 signups.”
UTMs work because you control them. Referrer data is lossy; a tagged link states its origin outright. The catch is discipline: inconsistent naming (Email vs email vs newsletter) splits one channel into three reporting rows.
A tagging convention beats heroics: lowercase everything, fixed vocabularies for source and medium, campaign names with dates. Write it down once and generate links from the convention, not from memory.
How Savra puts it to work
Savra reads your tagged traffic straight from GA4, so campaign-level questions (“which email drove trials?”) get answered from live data instead of guesswork.
People also ask
What do the five UTM parameters mean?
Source is the platform (newsletter, linkedin), medium is the channel type (email, social, cpc), campaign is the initiative, term and content distinguish keywords and variants.
Do UTM parameters affect SEO?
Not organic rankings; they exist for your analytics. Avoid tagging internal links, which corrupts session data.
Where this lives in Savra
See how Savra puts utm parameters to work.
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