What are UTM parameters?

By LeadFormHub Editorial Team ·

UTM parameters are tags you add to a link so the click carries its own label. The usual ones are utm_source, utm_medium, and utm_campaign. They do not change the page. They tell the form which campaign opened it, so the saved lead can show that label later. A bare link used everywhere collapses those campaigns into one pile.

Why it matters

Ads, email, and partner links often open the same form. Parameters tell those clicks apart after the person submits, and consistent spelling matters more than adding every optional tag.

Example

Illustrative example. A link ends with ?utm_source=google&utm_medium=paid&utm_campaign=demo. A person who submits through that link has those three values stored on the lead. A second link with utm_campaign=newsletter stays distinct. The parameter names here are a pattern, not a report of traffic. Two spellings of the same campaign will look like two sources.

How to measure or apply it

Pick one spelling for each source and medium and keep it. Append the parameters to every link that should be measured, including the link that opens an embedded form. Then read a set of leads from one date range and check that the campaign value is present. If it is blank, the shared link was missing the tags. utm_term and utm_content are optional. Source, medium, and campaign are the three tags that keep a report readable.

In LeadFormHub

LeadFormHub stores UTM parameters, the referrer, and the landing page on every lead, including on the free plan. You do not add a hidden field to capture them. The source report that groups those values is on Pro and Business.

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