UTM Parameters help marketers understand where traffic comes from and helps answer questions like:
• Which medium & source performed the best?
• Which campaigns were successful and what can we do better on campaigns that did not perform as well?
• How many conversions did we get from last week's newsletter?
These are valuable questions and finding the answer is not always easy. It's even more difficult if your team has yet to adopt UTM Parameters naming standards. While there is no official W3C or Google UTM standard, it's still important to define naming standards that work for your organization.