A UTM parameter is a short tag added to a link's query string — utm_source, utm_medium, utm_campaign, and two narrower siblings — that tells the destination's analytics tool where a visit came from. Add them to the links you post in a Telegram channel and a web analytics platform can credit the resulting website visit to that specific channel and post instead of lumping it into generic referral traffic. Autogram's own marketing site relies on the same mechanism: it captures campaign parameters from the first page a visitor lands on and carries them through to sign-up, so every new account can be traced back to the campaign that produced it.
utm_source names the platform sending the click (telegram), utm_medium names the channel type (social, referral, cpc), and utm_campaign names the specific push behind the link. utm_term and utm_content exist to split variants within one campaign — two different posts linking to the same landing page, for example. Analytics tools group visits by these exact string values, so consistent naming across posts matters more than clever naming: a campaign tagged three different ways reports as three separate campaigns instead of one.
A link opened inside the Telegram app usually loads through an in-app browser, and the referrer header that survives that hop is inconsistent across devices — sometimes it names Telegram, sometimes it arrives empty and gets counted as direct traffic. UTM parameters sidestep the problem entirely: the tag travels inside the URL itself, so the source, medium, and campaign survive whatever browser or webview actually carried the click.
Attribution logic has to pick a winner when a person clicks a campaign link, leaves, and converts later through an unrelated visit. First-touch attribution credits the original click and ignores everything after it; last-touch credits whichever visit happened right before the conversion. Autogram's own sign-up attribution uses first touch — the campaign parameters captured in a visitor's first session are the ones stored, and a later, untagged visit in the same session cannot overwrite them.
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