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What: UTM parameters represent the gold standard in digital marketing and take your Google Analytics game to expert level. They are used to identify traffic sources in GA. They are customizable and attached to the landing page URL.
How: UTMs should always be consistent across all channels/platforms to ensure data aligns properly in Google Analytics. They should include critical digital-placement details: campaign, channel, publisher, audience, creative and more.
Here’s a sample URL with the UTM parameters attached:
UTM parameters are used for all online traffic sources and should follow a very strict naming convention to ensure data consistency.
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