Digital marketing metrics · Core
Campaign parameter
Also called: UTM parameter
ELI5
A value attached to a link to identify marketing activity in analytics.
Used in conversation
“How are we defining campaign parameter in this deck?”
Pitch context
You will see “Campaign parameter” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches digital marketing metrics.
Why it matters: In digital marketing metrics, a loose definition can change rights, obligations, approval, disclosure or enforceability.
Caution
Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.
Sources & evidence · 5
Direct term-level sources and supporting source families.
- Google Analytics Help — Google Analytics dimensions and metricsDirect source · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingDirect source · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsDirect source · institutional · checked 2026-08-16
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceSupporting source family · primary · checked 2026-08-16