Glossary
What are UTM parameters?
UTM parameters are tags added to a link's URL, such as utm_source and utm_medium, that tell analytics tools where a visit came from. They let you see which directory, launch platform, email or post sent each visitor, even when the referrer is hidden, as with links marked noreferrer.
The tags
| Parameter | Example |
|---|---|
| utm_source | producthunt, betalist, newsletter |
| utm_medium | directory, launch, email, social |
| utm_campaign | launch-nov-2026 |
| utm_term | Paid search keyword (optional) |
| utm_content | Which link or ad version (optional) |
Example: https://example.com/?utm_source=betalist&utm_medium=directory&utm_campaign=launch
Tagging directory listings
Where a directory lets you enter any URL, add UTM tags so visits show up under that directory. This matters because some directories link with rel="noreferrer", which hides the referrer, and some visits come through apps that strip it. Use lowercase and one naming scheme everywhere.
Caveats
Some directories strip or reject URLs with parameters, and tagged URLs can look messy in listings. Your canonical tag keeps search engines indexing the clean URL. Our guide on measuring directory traffic walks through setup.
Example
A founder tags 40 directory listings. After a month, analytics shows three directories sent 70% of directory sign-ups, including one whose visits had shown as "direct" before tagging.
FAQ
Do UTM parameters affect SEO?
Not if your pages have canonical tags pointing to the clean URL.
Are UTM tags case-sensitive?
Yes, in most analytics tools. Use lowercase consistently.
Should I use UTM tags on internal links?
No. They overwrite the original source of the session.