UTMs (Urchin Tracking Module) are tags that are added to the end of a URL to track where traffic from a specific campaign comes from. For example, you can add parameters such as utm_source (source), utm_campaing (campaign name), utm_content (ad variant)…
When someone clicks on a link with UTM parameters, Google Analytics automatically records that information, allowing you to know exactly which email, social media post, or specific ad generated each visit and conversion. This is especially useful for accurately comparing the performance of different campaigns, channels, or even versions of the same ad.
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