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Why you should use UTM parameters UTM parameters are designed to help you track the sources of traffic to your website. The ins and outs of how UTM parameters work can be quite technical. when you share a link on an external channel, UTM tags will help you track traffic from that channel. For example, say you send an email to leads that contains several links, but you don’t add UTM tags to these.

People who click on these links will be counted Phone Number Data by your analytics programme as direct traffic to your website instead of coming from your email. Similarly, the only way to know if your social media traffic comes from LinkedIn, Facebook, or Twitter is to add UTM tags to the URLs you share on these networks. UTM parameters are also key to understanding marketing attribution. This tells you which channels are driving your sales.




This isn’t a major issue for most SMEs, but it becomes increasingly important as your marketing organization becomes more complex. The 5 different UTM parameters There are 5 different UTM parameters which let you track a number of different aspects of any marketing campaign. Three of these (utm_campaign, utm_medium, and utm_source) are required information. There are a number of different ways in which you can use UTM parameters.