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Glossary
UTM parameters are tags added to the end of a link, such as utm_source, utm_medium and utm_campaign, that tell analytics and lead systems where a visitor came from. They let an agency attribute each lead to a specific ad, email, post or partner instead of guessing which marketing worked.
Consistent naming is what makes UTMs useful. An agency that tags one campaign 'facebook' and another 'Facebook-Ads' ends up with fragmented reports, so it pays to agree on a short naming convention before launching campaigns.
When a visitor submits a calculator, the lead records UTM tags, Google, Meta and Microsoft click IDs, the referrer, landing page and first-touch source, and sends them in the webhook as both nested and flat fields. See lead attribution for how agencies use them to compare lead sources.
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