What are UTM parameters?
UTM parameters are tags that can be added to URLs to track and analyze website traffic. They are often used in digital marketing campaigns to understand how different channels are contributing to traffic and conversions. The name "UTM" stands for "Urchin Tracking Module," which was a web analytics software that Google acquired and integrated into Google Analytics.
UTM parameters consist of five different tags: utm_source, utm_medium, utm_campaign, utm_term, and utm_content. These tags allow website owners to identify the source, medium, and campaign associated with a particular link. For example, if a company runs a Facebook ad campaign, they might use a unique UTM parameter for each ad to track which ad is driving the most traffic to their website.
Using UTM parameters can help businesses optimize their marketing campaigns by providing insights into which channels are most effective at driving traffic and conversions. By tracking these parameters, businesses can make data-driven decisions about where to allocate their marketing resources.
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