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B2B Marketing

UTM Parameters

UTM codes, UTM tags
Definition
UTM parameters are tags added to a URL that tell analytics tools where a visitor came from, such as the source, medium and campaign.

The five UTM parameters

  • utm_source: where the traffic comes from, e.g. linkedin
  • utm_medium: the channel type, e.g. paid-social or email
  • utm_campaign: the campaign name
  • utm_content: the specific ad or link
  • utm_term: the keyword (mainly paid search)

Best practices

Use lowercase and a shared naming convention, never tag internal links, and make sure your CRM stores UTM values on the contact so you can connect campaigns to pipeline.

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Related terms

Customer Acquisition Cost

Customer acquisition cost (CAC) is the total sales and marketing spend needed to win one new customer in a given period.

Zero-Party Data

Zero-party data is information a customer intentionally and proactively shares with you, such as preferences, needs and interests.

Lead Scoring

Lead scoring is a method of ranking leads with points based on how well they fit your ICP and how engaged they are, so sales can prioritise the most promising ones.
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