Analytics Basics

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  What Are UTM Parameters? A Plain-English Guide

  A UTM parameter is a short label you add to the end of a link so your analytics can tell you where each visitor came from. The page they land on does not change. It matters because links shared in places like Slack, WhatsApp and Discord usually arrive with no source at all, so without a tag you cannot tell which community sent you the people who signed up. If you only ever use one label, use utm_source.