solve this problem. They are short text tags added to the end of a URL. When a user clicks that link, the tags are sent to your analytics platform—in this case, Matomo (formerly Piwik).

https://example.com/?pk_campaign=newsletter&pk_campaignTimeout=86400 (Timeout in seconds — 86400 = 24 hours) When using Matomo Ecommerce tracking, pass UTM parameters automatically via:

1. Introduction In digital marketing, understanding where your traffic comes from is non-negotiable. While standard referrer data tells you the source (e.g., google.com ), it fails to answer critical questions: Which specific email campaign drove sales? Which banner ad on LinkedIn generated signups? Which social post led to downloads?

Matomo, an open-source analytics platform, treats UTM parameters as first-class citizens. It automatically parses, categorizes, and reports on them, enabling precise marketing attribution without relying on Google’s ecosystem. UTM stands for Urchin Tracking Module —a naming convention originally created by Urchin (acquired by Google). These parameters are query string variables appended to a URL. Basic Structure A URL without UTM:

https://example.com/product The same URL with UTM parameters: