UTM Parameters Explained: Naming Conventions and How to Read Them in GA4
UTM parameters are short tags you add to the end of a URL, such as utm_source, utm_medium and utm_campaign, so your analytics tool can tell where each visit came from. Use lowercase, consistent names for source (where), medium (how) and campaign (why), then read the results in Google Analytics 4 under the traffic acquisition reports. Without them, much of your social and messaging traffic is lumped into vague groups.
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