UTM Parameters

UTM parameters are query string tags appended to URLs that tell analytics tools where traffic came from. Attri manages them at the workspace level so your entire team uses consistent values. We’ve found this alone eliminates most of the messy data problems teams run into.

The five standard UTM parameters

Parameter	Purpose	Example
utm_source	Where the traffic comes from	google, facebook, newsletter
utm_medium	The marketing channel	cpc, email, social
utm_campaign	The specific campaign name	spring-sale-2026, product-launch
utm_term	Paid search keyword	running shoes, saas tools
utm_content	Differentiates similar content	hero-cta, sidebar-banner

How Attri handles UTMs

Every workspace comes with these five parameters pre-configured and enabled. For each one, you can:

• Enable or disable it workspace-wide
• Define allowed values to keep tagging consistent
• Mark it as managed so it uses a dropdown instead of free-text input

That last one matters. Dropdowns prevent typos before they happen (and if you’ve ever debugged a campaign where someone typed “gogle” as a source, you know why that’s a big deal).

Pre-seeded values

New workspaces come with common values already set up:

Sources: Google, Facebook, Instagram, LinkedIn, X, YouTube, Bing, Pinterest, Reddit, Snapchat, TikTok

Mediums: Email, CPC, Social, Paid Social, Display, Affiliate, Retargeting, Referral, Organic

You can add, edit, or remove values at any time under Parameters. Nothing is locked in.

Adding and managing values

1. Go to Parameters in the sidebar
2. Click a parameter (e.g., utm_source)
3. Add new values, edit labels, or toggle values on/off

Values can have a display label that differs from the actual value. Like a label of “Google Ads” with a value of google. This keeps your raw data clean while still being readable for the team.

Next steps

• Custom Parameters — Add your own tracking parameters beyond UTMs
• Naming Conventions — Enforce structured naming for campaign values