Internal UTM Links: 21.8% of Crawled Ranking Sites Tag Their Own

    64 of 293 crawled ranking sites (21.8%) put UTM tracking parameters on at least one of their own internal links, which splits analytics sessions and creates duplicate URLs.

    Sites tagging their own internal links with UTM parameters, by platform
    WordPress (126 sites)27.8%
    Other platforms (97)20.6%
    Shopify (70)12.9%

    Source: PageSpeed Matters. Crawl of 293 ranking sites, up to 1,000 pages each, Oct 2026.

    Counts sites with at least one internal link carrying a real ?utm_ or &utm_ parameter.

    Source: Internal UTM Links: 21.8% of Crawled Ranking Sites Tag Their Own - PageSpeed Matters