Link Parameter

A tool used in tracking the source of web traffic.


A Link Parameter, also known as UTM (Urchin Tracking Module) parameter, is a specific tag added to the end of a URL. These tags enable marketers and SEO professionals to track the performance of specific campaigns or sources of traffic. They help in identifying where the traffic is coming from, which marketing campaign led to it, and how the visitors are interacting with the site.

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Usage and Context

Link Parameters are commonly used in digital marketing campaigns to monitor the effectiveness of different marketing strategies. For instance, if a company is running a promotional campaign on multiple platforms such as email, social media, and direct messaging, they can use different link parameters for each. This way, they can track which platform is generating the most traffic and conversions. Link Parameters are also used in A/B testing to evaluate the performance of different versions of the same webpage.


  1. What is a Link Parameter in SEO?

    • A Link Parameter, in SEO, is a tag added to a URL to monitor and analyze the performance of specific sources of web traffic or marketing campaigns.
  2. How does a Link Parameter work?

    • A Link Parameter works by adding specific tags to a URL. When a user clicks on that URL, the tags capture and track information about the source of that click.
  3. Why are Link Parameters important in digital marketing?

    • Link Parameters are essential in digital marketing as they provide valuable insights into which marketing strategies or platforms are driving the most traffic and conversions.
  4. Can Link Parameters improve my SEO strategy?

    • Yes, by using Link Parameters, you can gain insights about your traffic sources and adapt your SEO strategy accordingly to improve traffic and conversions.
  5. How to create a Link Parameter?

    • You can create a Link Parameter by adding tags to your URL using a URL builder tool. These tags usually include source, medium, and campaign name.


  1. Better ROI Tracking: Enables accurate tracking of return on investment for different marketing strategies.
  2. Increased Understanding of Traffic Sources: Helps identify which platforms or marketing strategies are driving the most traffic to your website.
  3. Improved Marketing Strategy: Allows for more targeted and effective marketing campaigns by understanding what works best.
  4. Enhanced A/B Testing: Facilitates effective A/B testing by tracking the performance of different versions of a webpage.
  5. Informed SEO Strategy: Provides valuable insights to adapt and improve your SEO strategy.

Tips and Recommendations

  1. Use a URL Builder: Use a URL builder tool to create link parameters accurately and easily.
  2. Consistent Parameter Names: Keep your parameter names consistent for accurate tracking.
  3. Avoid Personal Information: Never include personal or sensitive information in your link parameters.
  4. Test Your URLs: Always test your URLs to ensure the parameters are working correctly.
  5. Monitor Regularly: Regularly check your analytics to monitor the performance of your campaigns.


Link Parameters are a crucial tool in the world of SEO and digital marketing. They provide valuable insights into traffic sources, facilitating informed decisions and strategies to improve marketing effectiveness. Utilizing link parameters can greatly enhance a company's ability to track the performance of its campaigns, drive more traffic, and ultimately improve conversions and ROI. However, they should be used responsibly and consistently, avoiding the inclusion of any sensitive information, and always be tested to ensure correct functionality.