UTM parameters
UTM parameters are tags appended to a URL (utm_source, utm_medium, utm_campaign) that identify where a visitor came from, so analytics and CRMs can credit the source.
Why it matters in senior living
For AI traffic they work when the engine passes them or when the community controls the link, for example a “recommended by AI” landing page with utm_source=chatgpt.com. They do not survive a family retyping the community name into a search bar, which is common.
Treat them as one signal in AI-source tagging, alongside the referring domain and the landing path.
Related terms
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Run the free check →Updated 2026-10-16.