One day, Emma's team launched a new marketing campaign across various channels, including social media, email, and paid advertising. To measure the campaign's performance, they used UTM parameters – specifically, utm_source , utm_medium , utm_campaign , utm_content , and utm_term . These parameters allowed Matomo to identify the source, medium, campaign, content, and term associated with each visitor.

| Channel | URL Example | |---------|--------------| | | https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=launch_2025&utm_term=headless+cms | | LinkedIn Sponsored | https://example.com/?utm_source=linkedin&utm_medium=paid_social&utm_campaign=launch_2025&utm_content=carousel_ad | | Email Newsletter | https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=launch_2025&utm_content=hero_button | | QR Code (print) | https://example.com/?utm_source=print_magazine&utm_medium=qr_code&utm_campaign=launch_2025 |

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL to track the performance of marketing campaigns across different platforms. When a user clicks a link with these tags, Matomo captures the data and displays it in your reports. Supported UTM Parameters in Matomo

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