UTM parameters add campaign labels to a URL. Google Analytics documents parameters such as utm_source, utm_medium and utm_campaign for collecting campaign information. The labels describe the link you created; they are not proof that a campaign caused a sale. Source: Google Analytics: collect campaign data with custom URLs

A travel example

For an illustrative autumn newsletter, you might use source=newsletter, medium=email and campaign=autumn_city_breaks. Use the actual parameter names beginning with utm_ when building the link. Keep the naming consistent so the team can recognise the same campaign in its reports.

Agree names before sharing links

Keep a simple register with the destination page, channel, campaign label and person responsible. Test the link before it goes into a message or advert. This reduces avoidable reporting differences caused by two people naming the same activity differently.

Follow the enquiry through

Decide how a campaign label connects to a valid enquiry and, where your systems allow, the later booking record. Review that process alongside the attribution model rather than treating a tagged visit as a booking. Keep personal information out of your campaign naming convention.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and checklists are editorial illustrations and recommendations, not customer results.