Analytics and results

UTM

Also known as: campaign parameters

URL parameters labeling a link's source, medium, and campaign.

A practical example

A newsletter uses utm_source to identify visits.

What should I know?

Inconsistent naming splits one campaign into several report entries.

Analytics and results in practice

Before comparing numbers, check definitions, periods, sources, and denominators. Separate observation from proof of an action's impact. A metric should support business decisions, not just look good in a report.

Related Semly features

See where this concept applies when working with Semly.

AI analyticsCompare visibility, position, sentiment, and brand share in AI answers.Google Search ConsoleConnect search data to Semly. Analyze queries and page performance when planning next steps.

Related terms

URL parametersAdditional name-value pairs in a URL, used for filtering or campaign measurement, for example.AttributionAssigning conversion credit to marketing touchpoints using a chosen method.Google Tag ManagerA tool for managing selected tags and measurement rules.

Documentation and further reading

Definition prepared by Semly. Standards and behavior are described by their creators:

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