UTM parameters are campaign tags you add to links yourself: utm_source, utm_medium, utm_campaign, utm_term and utm_content. Analytics tools read them from the landing page URL to classify traffic.
Why It Matters
Unlike click IDs, UTMs describe the campaign, not the individual click, and they’re only as consistent as your team’s naming conventions. A missing or misspelled UTM sends paid traffic into the wrong channel.
In d8a.tech
UTM values are stored per session, override detected source and medium, and by default a new UTM campaign starts a new session.