Also known as UTM tags, UTM codes
A link such as yoursite.in/project-x?utm_source=facebook&utm_medium=paid_social&utm_campaign=diwali_2bhk records that the visitor came from a Facebook ad in the Diwali 2 BHK campaign. If your website form passes those values into the lead, the CRM knows the source without anyone asking the buyer.
Agree on a naming convention before the campaign starts: lowercase, no spaces, the same spelling every time (“facebook”, not “Facebook” one week and “fb” the next). Tag links in WhatsApp broadcasts, emails, QR codes on brochures and ads; do not tag internal links on your own site, because that overwrites the original source.
Example
Tagging a QR code (illustrative)
A Kochi builder prints a QR code on newspaper inserts that opens the project page with utm_source=newspaper&utm_medium=print&utm_campaign=onam_launch. Enquiries from the page form arrive in the CRM with those tags, so the team can count leads, visits and bookings from the insert and compare them with the cost of the print run.
Questions about UTM parameters
What are the five UTM parameters?
utm_source (where the traffic comes from, e.g. google), utm_medium (the type, e.g. cpc or email), utm_campaign (the campaign name), utm_content (the creative or link variant) and utm_term (the search keyword). Source, medium and campaign are the ones most teams use every time.
Do UTM tags affect SEO?
Not when used on links from other places to your site. Avoid putting them on internal links between your own pages, because analytics then treats the visit as a new session and loses the real source.
Sources
Reviewed