UTM parameters are customizable text snippets that can be added to the end of a URL to track website traffic. You can add UTM parameters to the end of a URL to understand how people came to your site. UTM parameters are typically used by advertisers who use third-party tools to analyze how users interact with their website after they arrive from a traffic source.

There are five commonly used UTM parameters to classify website traffic:

• utm_source: Used to identify the app, site, or publisher that brings traffic to your website. For example, https://www.example.com?utm_source=tiktok

• utm_medium: Used to understand the advertising or marketing medium including cpm, cpc, banner, and video. For example, https://www.example.com?utm_medium=cpc

• utm_campaign: Used to understand the individual campaign name, slogan, or promo code. For example, https://www.example.com?utm_campaign=blackfridaypromo

• utm_term: Used to identify paid search keywords. For example, https://www.example.com?utm_term=adname Note: When you run ads on TikTok, you can use this parameter to create your own string which contains the ad group name, targeting, etc.

• utm_content: Used to identify the creative content used for a promotion including ad name, CTA text, asset, or color. For example, https://www.example.com?utm_content=buynow

You can also combine UTM parameters into a single URL by using "&" between each parameter. For example, https://www.example.com?utm_medium=cpc&utm_source=tiktok