How do UTMs and UTM conventions actually work?

From the basics of UTMs to their advanced conventions.

Read the summary

UTM tagging, combined with analytics tools, can lend a comprehensive view of how your various marketing channels perform individually and as a part of any number of customizable groupings.

Read on to learn what UTMs do, how you must use UTM conventions, and what they can tell you about your marketing operation.

Webinar Minutes

  • 00:00 - Introductions & About Funnel
  • 03:23 - About
  • 05:18 - A few things we’ll cover during the webinar
  • 06:09 - What are UTMs?
  • 14:38 - Why UTMs & conventions are so important
  • 21:29 - Advanced UTM structures
  • 25:35 - Best practices & examples
  • 30:42 - Common mistakes made by marketers
  • 36:28 - Q&A

You can read the write-up of this webinar here. 


Dan McGaw


Dan McGaw is an award-winning entrepreneur and speaker. He is the founder and CEO of, a UTM spreadsheet killer, and data governance tool used by Shopify, Unilever,, and more.

Named one of the godfathers of marketing technology and one of the original growth hackers, Dan has decades of experience. Before founding, Dan succeeded Neil Patel as the head of marketing at Kissmetrics and since then has gone on to start multiple successful ventures in the marketing analytics industry.