UTM Tracking in 2026: The Definitive Guide to Attribution & Growth for SaaS

TL;DR: UTM tracking is a standardized method of appending query parameters to URLs so analytics platforms and CRMs can pinpoint exactly which campaign, channel, and creative asset generated a visitor or conversion. By enforcing clean naming conventions and capturing these parameters across hidden form fields, B2B SaaS teams connect top-of-funnel organic discovery directly to closed-won annual recurring revenue.

Key Takeaways: UTM Tracking Fundamentals

• UTM tracking relies on five standardized query parameters appended to URLs to capture campaign origins directly in analytics platforms and CRM pipelines.
• Strict lowercase syntax and hyphen-delimited naming conventions prevent fragmented reporting across Google Analytics 4 (GA4) and business intelligence tools.
• Never place UTM codes on internal links; doing so terminates the active user session, overwrites the true acquisition source, and inflates overall visit metrics.
• High-growth B2B SaaS teams use lightweight JavaScript to store UTM parameters in first-party browser cookies or session storage, passing them through hidden form fields to map organic touches to pipeline revenue.
• While modern privacy features strip ad-network click identifiers, standardized UTM parameters remain supported across major browsers for measuring organic distribution channels.
• Attribution accuracy scales when you centralize link generation into shared, automated builder templates rather than relying on manual, ad-hoc tagging across distributed teams.

---

For B2B software companies, tracking marketing return on investment is notoriously difficult. Prospect journeys rarely follow a linear path from ad impression to closed deal; instead, prospects discover brands across multi-platform networks, read technical newsletters, click shared links in private communities, and evaluate features across several sessions before booking a demo. Without rigorous UTM tracking, marketing teams fly blind, misallocating resources toward low-converting channels while underinvesting in high-intent organic distribution.

Implementing a robust campaign tracking infrastructure allows SaaS operators to replace speculative guesswork with deterministic attribution. When your distribution links carry structured metadata, your analytics platforms and CRM pipelines can attribute every trial signup, demo request, and closed-won enterprise contract to its precise point of origin.

---

What Is UTM Tracking and How Does It Work?

UTM Tracking Definition: UTM tracking is an attribution method that uses standardized text strings—known as Urchin Tracking Module parameters—appended to destination URLs to pass campaign, source, and medium metadata directly into web analytics engines without altering page functionality.

Originally developed by Urchin Software Corporation and adopted globally following Google’s acquisition of the platform in 2005, UTM parameters have become the web’s universal language for traffic attribution. According to web technology surveys by W3Techs, Google Analytics is utilized by approximately 84% of all websites whose traffic analysis tools are known, solidifying UTM parameters as the global standard for cross-platform performance measurement.

https://example.com/demo?utm_source=linkedin&utm_medium=organic-social&utm_campaign=q1-feature-launch&utm_content=infographic-carousel

The Mechanics of Urchin Tracking Modules

UTM parameters function through the standard structure of a Uniform Resource Locator (URL). A question mark (?) acts as a delimiter, separating the base destination path from the query string. Within the query string, individual parameter-value pairs are joined by an equals sign (=) and separated from one another by ampersands (&).

When a user clicks a tagged link, the browser transmits an HTTP GET request to the target web server containing the complete query string. Modern analytics scripts—such as Google Analytics 4 (GA4), Mixpanel, or PostHog—parse the window.location.search property on page load. The script extracts each parameter key and value, storing them within the active session object and binding them to subsequent user interactions. Because web servers natively ignore unrecognized query keys when serving static content, UTM tags deliver critical tracking intelligence without disrupting user experience or modifying destination page layouts.

Why High-Growth SaaS Companies Need Robust Parameter Attribution

Early-stage software companies often mistake aggregate traffic growth for pipeline momentum. A spike in page views means little if those visitors bounce within seconds or originate from channels incapable of producing qualified pipeline. UTM tagging solves three structural problems for SaaS operators:

1. Eliminating Direct and “Dark Social” Ambiguity: When users copy and paste links inside Slack groups, WhatsApp chats, or native desktop applications, browsers frequently strip HTTP referrer headers. Analytics suites bucket these visitors as “Direct” traffic. Pre-tagging shared assets preserves the original context, ensuring social shares are accurately credited.
2. Measuring True Customer Acquisition Cost (CAC): Calculating blended CAC obscures unit economics. By tracking campaign performance down to the exact asset level, founders uncover which organic distribution efforts reliably yield pipeline, allowing them to optimize their modern marketing funnel with mathematical precision.
3. Optimizing Multi-Platform Distribution: Organic growth relies on omnichannel publishing across platforms like LinkedIn, Substack, YouTube, and X. UTM tagging identifies which specific content formats (e.g., long-form teardowns versus short-form summaries) generate product engagement, helping teams build a scalable organic growth engine with AI.

---

The 5 Core UTM Parameters Explained

A complete attribution framework relies on five standardized parameters. While only three are technically mandatory in most reporting interfaces, enterprise SaaS setups benefit from configuring all relevant parameters to ensure granular reporting across complex sales cycles.

Base URL: https://yoursite.com/signup
? utm_source   = newsletter
& utm_medium   = email
& utm_campaign = product-launch-v2
& utm_content  = primary-cta-button
& utm_term     = engineering-leads

utm_source and utm_medium: The Foundation

The pairing of utm_source and utm_medium forms the backbone of digital attribution, establishing where traffic comes from and how it was transmitted.

• utm_source: Identifies the specific platform, vendor, or entity sending the traffic. Examples include linkedin, google, substack, or partner-name. The source must always answer: Which specific platform hosted this link?
• utm_medium: Identifies the high-level marketing channel or distribution mechanism. Common values include organic-social, cpc, email, referral, and affiliate. The medium must always answer: What vehicle carried the user to our site?

Maintaining alignment with GA4’s default channel group definitions is critical when establishing your utm_medium taxonomy. For instance, GA4 expects organic social posts to use utm_medium=social or utm_medium=organic-social. If a content marketer labels their link with utm_medium=linkedin-post, GA4 will fail to categorize the traffic into its standard “Organic Social” bucket, routing it instead to “Unassigned” and distorting top-level executive reporting.

utm_campaign: Grouping Strategic Growth Initiatives

The utm_campaign parameter groups disparate promotional activities under a single strategic objective. It connects multiple channels, assets, and distribution windows back to an overarching business initiative.

In B2B SaaS, campaign parameters should reflect product milestones, thematic initiatives, or audience-specific plays. For example, a quarterly initiative targeting enterprise compliance leaders should carry utm_campaign=q1-soc2-compliance, applied consistently across outbound sequences, guest articles, and organic social threads. This holistic tagging enables founders to calculate the cumulative pipeline generated by an initiative across all operational fronts.

utm_content and utm_term: Precision Testing and Optimization

While the first three parameters establish high-level attribution, utm_content and utm_term provide granular asset-level visibility:

• utm_content: Distinguishes between multiple links pointing to identical destination URLs within a single creative piece. In an email newsletter, you might apply utm_content=header-logo to the top branding mark, utm_content=body-link to inline text references, and utm_content=footer-button to the final CTA. Tracking these nuances reveals which user interface elements capture intent most effectively.
• utm_term: Originally designed to track targeted search keywords in paid search campaigns, B2B SaaS teams running organic outbound use utm_term to record target audience segments, job titles (e.g., utm_term=vp-engineering), or content themes. This illuminates which ICP sub-segments convert fastest once they reach your product pages.

---

UTM Tracking vs Alternative Attribution Methods

To build a reliable measurement architecture, SaaS technical leaders must understand how link tags compare to browser-level and server-side tracking mechanisms. Relying exclusively on one attribution vector creates single points of failure in an era of evolving browser privacy protocols.

Attribution Method	Mechanisms & Setup	Pros / Signal Integrity	Cons / Vulnerabilities
UTM Parameters	Query strings appended to URLs (?utm_*=...); parsed client-side via JavaScript.	Universal cross-platform support; zero backend engineering required; persists across copy-paste actions.	Can be stripped by users or privacy tools; easily broken by improper internal redirects; public parameters expose campaign strategies.
First-Party Analytics Pixels	Client-side tracking scripts setting first-party cookies (e.g., GA4, Segment, PostHog).	Captures full on-page behavioral telemetry; measures scroll depth, custom events, and session duration.	Blocked by aggressive ad blockers and tracking prevention systems; vulnerable to browser cookie lifetime limits (ITP).
HTTP Referrer Headers	Browser-level network transmission passing previous page URL via standard request header.	Fully automated; requires no manual URL tagging; captures natural inbound web citations.	Stripped when transitioning from HTTPS to HTTP, inside mobile apps, via secure messaging platforms, or by rel="noreferrer" attributes.

Audit your attribution baseline: If your analytics reports reveal high volumes of “Unassigned” traffic or disjointed user journeys, book a free audit with MSH to diagnose your tracking setup and align your parameters with closed-loop revenue.

Privacy Enhancements and Modern Browser Constraints

Privacy-focused updates across modern browsers have introduced constraints on digital attribution. Features like Apple’s Advanced Tracking and Fingerprinting Protection (introduced in Safari) actively target and strip unique user tracking parameters—such as Google’s gclid or Meta’s fbclid—from URLs visited in Private Browsing modes and links clicked within native apps like Mail and Messages.

Standard, informational UTM parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term) are generally preserved by browser privacy features because they denote campaign classification rather than cross-site individual identification. However, SaaS marketing teams should not rely entirely on unassisted client-side parameters.

By combining standard link tags with first-party server-side tracking and persistent local storage keys, teams build resilience against aggressive parameter-stripping scripts, ensuring pipeline attribution remains accurate over extended sales cycles.

---

Best Practices for Building a Scalable UTM Taxonomy

Without clear organizational standards, tracking parameters quickly degrade into messy, unmanageable data sets. Inconsistent casing, spelling variations, and undocumented abbreviations fragment analytics platforms, making cohort analysis nearly impossible.

Common Taxonomy Inconsistencies:
- linkedin / LinkedIn / LinkeDIn   -> Registers as 3 distinct sources in GA4
- organic_social / organic-social  -> Segments channel metrics into silos
- ?utm_campaign=ai launch          -> URL spaces convert to messy "%20" strings

Data hygiene audits routinely show that inconsistent case tagging (such as mixing “LinkedIn” and “linkedin”) creates data fragmentation across up to 3 to 5 redundant reporting rows for a single campaign. To eliminate tracking debt, implement the following structural standards across your entire go-to-market organization.

Syntax Rules to Prevent Data Fragmentation

Adhering to strict, predictable formatting standards preserves tracking hygiene as teams scale:

1. Enforce Lowercase Everywhere: Analytics engines treat parameter inputs with strict case sensitivity. A link tagged with utm_source=LinkedIn and another tagged with utm_source=linkedin are processed as entirely separate entities. Standardize on lowercase formatting for every parameter key and value across all channels.
2. Use Hyphens as Delimiters: Never use spaces or underscores to separate words within parameter values. Spaces force web browsers to render URL-encoded strings like %20, which clutter reports and occasionally break tracking scripts. Standardize exclusively on clean hyphens (e.g., utm_campaign=product-led-growth-guide).
3. Keep Values Concise and Semantic: Avoid cryptic internal project codes that require a translation key to understand. Instead of utm_campaign=p-2026-q1-x12, use utm_campaign=developer-platform-beta. Maintain clarity so non-technical stakeholders can interpret reporting dashboards effortlessly.

Centralizing Campaign URLs with Automated Builders

Allowing individual contributors to invent UTM strings on the fly leads to broken reporting. Instead, centralize all link creation through an automated system or shared master template.

At a minimum, teams should deploy a standardized internal spreadsheet utilizing structured data validation drop-down menus alongside dynamic formula concatenations:

=LOWER(CONCATENATE(A2, "?utm_source=", B2, "&utm_medium=", C2, "&utm_campaign=", D2, IF(ISBLANK(E2), "", CONCATENATE("&utm_content=", E2))))

To streamline tracking across high-volume distribution motions, platforms like MSH automate campaign parameter injection end to end across multi-platform networks. Centralizing tracking parameters removes manual user error, ensures formatting compliance across marketing and sales teams, and automatically builds an auditable repository of every link deployed in the field.

The Golden Rule: Never Tag Internal Site Links

The single most destructive mistake a growth marketer can make is placing UTM parameters on internal site links—such as homepage hero banners, navigation bars, or internal blog recommendations.

Analytics platforms rely on the initial landing query string to define the origin of an active user session. When an existing visitor clicks an internal link tagged with UTM parameters (e.g., clicking a blog banner pointing to yoursite.com/pricing?utm_source=blog), the analytics engine detects a new acquisition source. The platform immediately terminates the user’s active session, registers a false exit, and initiates a brand new session attributed to the internal tag.

The Internal UTM Catastrophe:
1. User arrives via Organic Search (google / organic)
2. User reads blog post, clicks internal banner: /pricing?utm_source=blog_cta
3. Analytics ends Session #1 (google / organic lost)
4. Analytics starts Session #2 (source overwritten to "blog_cta")
5. User buys product -> Google Organic gets 0% credit; Revenue attributed to internal CTA

Analytics benchmarks demonstrate that improper internal UTM tracking artificially inflates total session counts by 10% to 25% while simultaneously destroying original referral path visibility. If an organic search visitor clicks an internal UTM link before converting, organic search receives zero credit for the sale. Instead, the conversion is misattributed to the internal banner.

To measure internal navigation, user interactions, and banner performance without corrupting source attribution, use native event tracking, custom GA4 event parameters, or HTML data attributes (e.g., data-cta="hero-pricing-button").

---

Implementing UTM Tracking Across Organic Growth Channels

Organic marketing scales through diversified distribution. Each distribution vehicle carries distinct structural constraints that dictate how tracking links should be formatted, shortened, and embedded.

Channel Tracking Architecture:
├── Social Profiles    ──> Vanity short links in bio & technical threads
├── Cold Outbound      ──> Custom domain tracking; clean HTML anchors; dynamic tags
└── Co-Marketing       ──> Dedicated subfolder landing pages with fixed partner UTMs

Multi-Platform Organic Social and Creator Networks

Social platforms treat outbound links differently, requiring deliberate formatting to maintain both user engagement and measurement integrity:

• Profile Bios: Optimize bio links by routing them through clean, custom branded short domains rather than sprawling parameter strings. For instance, deploy brand.link/guide redirecting with full parameters to keep profiles polished.
• In-Feed Social Posts: When publishing organic thought leadership on networks like LinkedIn or X, naked UTM links look unpolished and hurt click-through rates. Anchor links cleanly inside post copy or provide dedicated short links. Learn more about optimizing post architectures in our guide to marketing on social media.
• Community Platforms (Reddit, Hacker News): High-intent communities resist commercial promotional content. When sharing technical breakdowns or open-source tools, use unobtrusive campaign tags (e.g., utm_source=reddit&utm_medium=community&utm_campaign=api-v2-launch) to capture attribution without overwhelming users with aggressive tracking structures.

B2B Cold Outreach and Automated Email Sequences

Deploying trackable links inside cold outbound sequences requires strict attention to email deliverability protocols. Internet Service Providers (ISPs) and corporate spam filters actively analyze URL structures within inbound messages:

1. Avoid Generic Link Shorteners: Using free, generic link-shortening services (e.g., bit.ly) inside cold outreach will trigger spam filters. Spammers frequently use shared shorteners to mask malicious landing pages, leading spam filters to flag emails containing these domains.
2. Anchor Links Naturally in Plain Text: Instead of pasting naked URLs into the body of your email, wrap links around contextual anchor text within your message copy.
3. Leverage Dynamic Variable Tagging: Advanced outbound automation platforms support merge tags that inject variable data into query strings. For example, setting utm_content={{campaign_step}}_{{variant_id}} allows you to measure whether your initial pitch or a subsequent follow-up drove the prospect to take action.

To explore real-world sequence designs that balance deliverability with conversion, review these B2B email marketing examples.

Scaling omnichannel distribution? If you are expanding your organic presence across social, search, and email, explore our end-to-end organic marketing services to automate content creation and campaign tracking across every channel.

Partner Networks, Co-Marketing, and Content Syndication

When running joint webinars, guest columns, or product integrations with ecosystem partners, campaign attribution hinges on proactive link governance:

• Pre-Packaged Partner Kits: Never rely on co-marketing partners to generate their own campaign parameters. Supply them with fully configured URLs containing standardized parameter values (e.g., utm_source=partner-brand&utm_medium=co-marketing&utm_campaign=joint-webinar-q1).
• Handling Server Redirects Correctly: If you direct partner traffic through short links or vanity landing domains, verify that your server configuration preserves query strings during HTTP 301 or 302 redirects. Many standard NGINX or Apache redirect rules strip incoming query strings by default unless explicitly configured with query-string pass-through rules (such as $is_args$args in NGINX).

---

Connecting UTM Data to Closed-Loop SaaS Revenue

Tracking landing page clicks is only the first step. For B2B SaaS organizations running product-led or sales-assisted motions, the ultimate goal is determining which acquisition sources drive closed-won Annual Recurring Revenue (ARR). Connecting web clicks to CRM revenue requires passing parameter data through your conversion forms.

Step-by-Step Closed-Loop Attribution Architecture:

[ User clicks tagged URL ] 
         │
         ▼
[ JavaScript parses parameters from window.location.search ]
         │
         ▼
[ Parameters stored in first-party cookie or sessionStorage ]
         │
         ▼
[ User navigates across several site pages ]
         │
         ▼
[ Form page loads -> JS populates hidden form fields ]
         │
         ▼
[ Form submitted -> Lead created in HubSpot/Salesforce with UTM fields ]
         │
         ▼
[ Deal reaches "Closed-Won" -> MRR mapped directly to original UTM source ]

Capturing Parameters via Hidden Form Fields

Prospects rarely convert on the exact page they land on. They explore feature pages, pricing matrices, and case studies before finally navigating to your demo request or trial signup form. If an analytics setup only reads parameters present on the conversion page, multi-page browsing destroys parameter visibility.

To solve this, implement a lightweight client-side script that parses UTM values upon initial arrival and stores them within sessionStorage or first-party cookies:

// Lightweight snippet to persist UTMs across session navigation
(function() {
  const urlParams = new URLSearchParams(window.location.search);
  const utmKeys = ['utm_source', 'utm_medium', 'utm_campaign', 'utm_content', 'utm_term'];
  
  utmKeys.forEach(key => {
    if (urlParams.has(key)) {
      sessionStorage.setItem(key, urlParams.get(key));
    }
  });

  // Populate hidden form inputs once DOM content is loaded
  window.addEventListener('DOMContentLoaded', () => {
    utmKeys.forEach(key => {
      const storedVal = sessionStorage.getItem(key);
      const inputField = document.querySelector(`input[name="${key}"]`);
      if (storedVal && inputField) {
        inputField.value = storedVal;
      }
    });
  });
})();

By adding hidden elements to your signup forms, your site reliably captures attribution data even after prospects explore multiple pages. For more granular details on tracking setup, check out our comprehensive guide on what is a UTM code.

Syncing Attribution Data into CRMs (HubSpot, Salesforce)

Once form submissions capture parameter data, route those fields directly into your customer relationship management (CRM) database.

Create matching custom contact and deal properties inside your CRM, such as Initial Touch Source, Initial Touch Medium, and Initial Touch Campaign. For advanced multi-touch reporting, create a corresponding set of Recent Touch properties.

Mapping Hidden Fields to CRM Properties:
┌─────────────────────────┬──────────────────────────────┐
│ Hidden Form Field       │ CRM Contact Property         │
├─────────────────────────┼──────────────────────────────┤
│ input[name="utm_source"]│ Original Lead Source         │
│ input[name="utm_medium"]│ Marketing Acquisition Medium │
│ input[name="utm_campaign│ Primary Acquisition Campaign │
└─────────────────────────┴──────────────────────────────┘

When an enterprise sales representative advances a deal from discovery to closed-won, the deal record retains its original UTM tags. Growth leaders can then run cohort analyses inside business intelligence platforms to evaluate critical metrics like Customer Acquisition Cost (CAC) and Lifetime Value (LTV) across organic distribution channels. Aligning these pipeline mechanics connects directly to monitoring standard key performance indicators and metrics.

Analyzing Performance in Google Analytics 4

To evaluate ongoing campaign velocity inside Google Analytics 4, build custom exploration reports rather than relying solely on default dashboard overviews:

1. Navigate to Reports > Acquisition > Traffic acquisition to examine channel metrics aggregated at the session level.
2. Adjust the primary dimension to Session source / medium to evaluate incoming traffic streams.
3. Add a secondary dimension for Session campaign to isolate individual promotional initiatives.
4. Construct an Exploration Report using the Free-Form technique. Drag First user source / medium into rows and Conversions, Purchase Revenue, or custom demo-booking events into values. This surfaces which acquisition sources drive long-term user retention versus superficial, high-bounce traffic.

---

How MSH Can Help

If you are trying to scale organic pipeline for your B2B SaaS company, maintaining manual UTM spreadsheets and enforcing data taxonomy across distributed teams quickly becomes an operational bottleneck. Content marketers, outbound reps, and social teams often publish inconsistently tagged links, resulting in fragmented CRM data, unreliable conversion attribution, and lost insights into which assets truly generate enterprise revenue.

MSH eliminates manual campaign tracking by embedding programmatic attribution directly into an automated organic growth platform. Our AI-driven system handles your entire organic workflow—from content creation and technical SEO optimization to multi-platform publishing and outbound outreach. Every asset distributed through the platform is automatically tagged with clean, lowercase, unified UTM parameters, ensuring your analytics tools and CRM systems capture accurate attribution data across every touchpoint.

By centralizing distribution and attribution within a unified growth engine, your team gains complete visibility into the channels driving product trials, demo requests, and recurring revenue. Ready to upgrade your organic attribution and automate your distribution pipeline? Book a free audit with MSH today to optimize your growth infrastructure.

---

Frequently Asked Questions

What does UTM stand for?

UTM stands for “Urchin Tracking Module.” The technology was originally developed by Urchin Software Corporation in the late 1990s and was renamed Google Analytics after Google acquired the company in 2005.

Does UTM tracking affect SEO rankings?

UTM parameters do not directly help or hurt your organic search rankings. However, if search engines discover multiple URLs containing different UTM parameters pointing to identical page content, they may split your link equity or index the wrong URL unless you have implemented self-referencing canonical tags on your destination pages.

Can I use UTM parameters on links within my own website?

No, you should never place UTM parameters on internal site links. Tagging internal navigation links immediately ends the active analytics session, resets session counters, and overwrites the visitor’s true external acquisition source with your internal link data.

What is the difference between utm_source and utm_medium?

The utm_source parameter identifies the specific platform or referrer providing the traffic, such as linkedin, google, or a specific newsletter name. The utm_medium parameter describes the broader distribution mechanism or marketing channel, such as organic-social, cpc, or email.

Why are my UTM parameters showing up in multiple rows in GA4?

Analytics platforms are case-sensitive and treat variations in spelling or formatting as separate entities. If your campaigns use mixed capitalizations (e.g., LinkedIn versus linkedin) or combine hyphens with underscores, the platform will report each variation as an independent data row.

Do UTM parameters work if a user gets redirected?

UTM parameters will only persist across redirects if the server or shortener is explicitly configured to preserve and append incoming query strings to the final target URL. Standard HTTP 301 or 302 redirects often drop trailing query strings unless configured with query pass-through rules like NGINX’s $is_args$args.

---

Sources

• Google Analytics Help: Campaign URL Builder & Custom Campaigns — Official documentation on campaign URL structuring, parameter syntax rules, and query generation.
• Google Analytics Help: Default Channel Group Definitions — Technical specifications outlining how GA4 maps UTM medium and source values into standard channel classifications.
• W3Techs: Usage Statistics and Market Share of Traffic Analysis Tools — Comprehensive web measurement market share statistics documenting Google Analytics market penetration across top-tier digital properties.
• Mozilla Developer Network (MDN): URLSearchParams API — Official browser standards and documentation for parsing, retrieving, and manipulating query string parameters in client-side JavaScript.

---

Related in this topic

• What Is a UTM Code? The Complete Campaign Tracking Guide (2026)
• What Is a UTM? The Complete URL Tracking Guide (2026)
• UTM Links: The Complete Guide to Tracking Organic Growth (2026)
• What Does the UTM Acronym Stand For? The Complete 2026 Guide to URL Tracking
• UTM Parameters: The Complete Tracking and Attribution Guide for 2026

---

Related in this topic

• UTM Code Tracking: The 2026 Guide
• What Is a UTM? The Complete URL Tracking Guide (2026)
• UTM Links: The Complete Guide to Tracking Organic Growth (2026)
• What Does UTM Stand For? 2026 Guide
• UTM Parameters: The Complete Tracking and Attribution Guide for 2026

Get one useful marketing idea a week

A short weekly email on organic growth, written from what actually worked. No spam, one click to leave.

Email address Subscribe

You will get one email asking you to confirm.