What are UTM parameters and how should I use them?
Short answer
UTM parameters are tags added to links that tell analytics tools where a visit came from, for example utm_source=instagram and utm_campaign=diwali-drop. Use them consistently on every ad, email, WhatsApp and influencer link.
Agree on a simple naming convention in lowercase and stick to it; inconsistent tags split your reports.
Meta and Google can add parameters automatically; still tag WhatsApp, email and influencer links yourself.
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Answered by ScaleInbox · Reviewed by Shubham Vishwakarma, founder