UTM parameters are short tags added to the end of a URL (such as utm_source=instagram&utm_campaign=spring-sale) that tell website analytics where a visitor came from.
Why it matters
Without them, social traffic often shows up as direct or unattributed visits, and you cannot prove which posts drive sales.
The five tags
utm_source (the platform), utm_medium (e.g. social), utm_campaign (the campaign name), and optionally utm_content (which post or creative) and utm_term. Keep names lower-case and consistent, or your reports split into duplicates.
How AeroReply helps
AeroReply's free UTM builder creates consistent tagged links in seconds. Open the UTM builder →
