diff --git a/website/templates/sponsorship.html b/website/templates/sponsorship.html
index c250a8f3..59fc3da7 100644
--- a/website/templates/sponsorship.html
+++ b/website/templates/sponsorship.html
@@ -268,6 +268,10 @@
           </dd>
         </div>
       </dl>
+      <p>
+        Sponsor links carry UTM tags, so clicks show up in your own analytics as
+        <code>awesome-python / sponsorship</code>.
+      </p>
       <div class="sponsorship-cta-row">
         <a
           href="mailto:sponsorship@awesome-python.com?subject=Awesome%20Python%20Sponsorship"