ANALYTICS · THE YELL SOCIAL GLOSSARY
UTM parameters.
Labels added to a URL to help analytics tools identify campaign traffic. Common fields describe the source, medium, and campaign so teams can distinguish one promotion from another.
A simple example
Two social posts link to the same page but use different campaign labels to make their incoming traffic easier to compare.
Put it into practice
Use consistent naming and never place personal information in tracking parameters.
Further reading: Google Analytics: campaign URL parameters
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