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Paid Ads

UTM Parameters

UTM parameters are URL tags (source/medium/campaign) used to track traffic in analytics tools.

Updated 2026-01-23

Definition

UTM parameters are URL tags (source/medium/campaign) used to track traffic in analytics tools.

How to use it

  • Use consistent naming (lowercase, stable conventions).
  • Avoid tagging internal links to prevent attribution pollution.

Why this matters

This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.

Practical checklist

  • Write a 1-line definition for "UTM Parameters" that your team will use consistently.
  • Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
  • Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
  • Sanity-check with a related calculator from the same category on MetricKit.
  • Read the related guide (e.g., UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself)) for context and common pitfalls.

Where to use this on MetricKit

Calculators

  • Max CPC Calculator: Compute break-even and target CPC (and optional CPM) from CVR, AOV, and contribution margin assumptions.
  • Break-even CPM Calculator: Compute break-even and target CPM from CTR, CVR, AOV, and contribution margin assumptions.
  • Break-even CTR Calculator: Compute the CTR required to break even (and hit a target) given CPM, CVR, AOV, and contribution margin.
  • A/B Test Sample Size Calculator: Estimate sample size per variant for a conversion rate A/B test given baseline CVR, MDE, significance, and power.
  • CPL to CAC Calculator: Convert cost per lead (CPL) into CAC using lead-to-customer rate (and compute targets).

Guides