Definition
UTM parameters
Tags added to a Play Store link so installs can be attributed to a specific campaign.
What is UTM parameters?
Google Play links can carry campaign information in the referrer parameter using UTM tags (utm_source, utm_medium, utm_campaign). Play Console can then show which campaigns drove visits and installs.
Why it matters for ASO
Without tagging, all outside traffic blends together and you can’t tell which channel works.
How to improve it
- Create one tagged link per channel or campaign.
- Use consistent naming (e.g. source=website, medium=referral).
- Compare results in Play Console acquisition reports.
Related terms
Acquisition report
Play Console data showing where your store listing visitors and installs come from.
Organic installs
Installs that come without paid advertising — from search, browsing, recommendations and word of mouth.
Conversion rate (CVR)
The percentage of store listing visitors who install your app.