UTM tags

Each parameter covers its own level. utm_source is the platform (yandex, vk, telegram, email). utm_medium is the traffic type (cpc, cpm, email, social, banner). utm_campaign is the campaign name. utm_content identifies the specific ad or element that was clicked. utm_term is the keyword, usually inserted dynamically for search advertising. The first three count as mandatory, the last two as resolving parameters that let you break a campaign apart when reviewing results.

The key requirement is a single written naming convention. Values are case sensitive, so Yandex and yandex become two different sources, and vk_ads, vkads and vk-ads become three. The convention should define the allowed vocabulary, the case (always lower), the separator (usually an underscore), and a ban on spaces and Cyrillic characters. Dynamic platform parameters deserve their own section: Yandex Direct can insert the placement type, position and phrase identifier, and without them campaign analysis turns into guesswork.

Three mistakes repeat constantly. First, tagging internal links: a click in the site menu registers as a new visit from an external source and the whole source report drifts. Second, tagged links that get indexed: the tagged URL enters search and creates duplicate pages. Third, losing tags on redirects: the link points at http, the redirect drops the parameters, and the traffic arrives as direct. The check is simple, click your own ad link and look at what survived in the address bar and what was recorded in analytics.

Related terms

• End-to-end analyticsEnd-to-end analytics is the system that links an ad click to booked revenue: data from ad accounts, call tracking, the website and the CRM is stitched together by visitor identifier so payback can be calculated per channel, campaign and keyword.
• ROIROI is the return on investment metric: the difference between income and cost divided by cost, expressed as a percentage, with the marketing variant ROMI counting only the advertising budget on the cost side.
• SEOSEO is the work on a site and its surroundings that earns organic positions in Yandex and Google: technical foundation, keyword coverage, content, commercial and behavioural signals and links, with the first durable results arriving after three to six months.
• Unit economicsUnit economics is the profitability calculation for a single business unit, usually a customer, an order or a subscription, comparing the revenue a customer brings over their lifetime (LTV) with the cost of acquiring them (CAC), with a ratio of three or more treated as sustainable.

Related services

• Targeted and search advertisingPaid advertising brings traffic the day after launch, and burns budget just as fast when audiences are guessed at and nobody counts the leads. We build campaigns in the channels that genuinely work in Russia in 2026: VK Ads, Telegram Ads and Yandex Direct, plus Meta and Google Ads for projects selling abroad. Tracking goes in before launch, not after.
• SMM and social media managementSocial media stopped being a place where posting regularly is enough. In Russia two platforms are left standing, Telegram and VK, and each distributes content by its own rules: Telegram has no algorithmic feed and almost no organic growth, while VK hands out reach through short video and recommendations. We build the work around that reality: strategy, content pillars, a steady production rhythm and metrics that mean something.
• IT consulting and product auditThe most expensive mistakes in software happen before the first line of code: a misread problem, a stack chosen out of a contractor’s habit, and a specification that does not exist. Consulting exists to settle all of that before the development meter starts running: what to build, out of what, at what cost and in which order. The result is a document, not an opinion on a call.

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