Attribution & tracking
UTM parameters
UTM parameters are tags added to a URL (such as utm_source and utm_campaign) that identify where traffic came from, letting analytics and affiliate tools attribute visits and conversions to a specific source.
A link like example.com/?utm_source=partner&utm_campaign=spring passes the source and campaign through to the destination, where tracking tools read them to assign credit.
UTMs are useful for campaign-level reporting and as one signal in attribution, but on their own they are visible and editable in the URL, so robust programs combine them with server-side confirmation.
Related terms
Run every partner program from one platform.
Affiliate, referral and influencer — free to start, server-side attribution, and payouts you own.