UTM parameters label campaign links. Source names the origin, medium describes the traffic type, and campaign groups an initiative.
As the demo changes link labels, the visit moves to a matching campaign row. Inconsistent naming splits one initiative across rows.
UTM tags classify a visit; they do not establish causal contribution to a sale. Shared links or redirects can also change or remove them.
When to use
Use consistent tags when reporting email, social, and partner link traffic.