UTM Parameters
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UTM parameters are tracking codes appended to URLs (e.g., utm_source=email&utm_medium=campaign&utm_campaign=q1-product-launch) that enable analytics platforms to attribute website traffic and conversions to specific campaigns, channels, and content.
- Usage in email: Every important link in a campaign or automation should carry consistent UTM parameters.
- Benefit: Enables reporting on revenue and pipeline by campaign, segment, and lifecycle stage, closing the loop between email activity and business outcomes.
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