UTM parameters
UTM parameters are labels added to a URL to describe a campaign source, medium or other campaign detail. Analytics tools can use them to group incoming visits when tracking is available and allowed. They do not identify every influence on a customer, and the labels are only useful if the team names them consistently.
Why it matters for your business
A simple naming convention makes campaign comparisons less confusing. The business can distinguish a partner link from an email link without placing personal or confidential information in a public URL.
A business example
Two promotion links use different source labels for an event partner and an email campaign, while both point to the same relevant landing page.
Illustrative example.Your next step
Agree a short naming convention and test that the destination preserves the labels through the intended journey.
Discuss your customer journey