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Dictionary by pitch.dog
Digital marketing metrics · Core

UTM source

ELI5

A campaign parameter naming where traffic originated.

Used in conversation

“Keep uTM source on the dashboard, but show the definition and reporting period beside it.”

Pitch context

You will see “UTM source” 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.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.