What a Google Analytics UTM Parameter is: A tag you can attach to a URL to track referring sources in Google Analytics.
How Google Analytics UTM Parameters work: When a user visits a URL with UTM parameters, the tags you’ve attached will be sent back to Google Analytics and recorded for tracking.
Why Google Analytics UTM Parameters matter: You can track a campaign or promotion, the link source (such as Twitter or a specific email) and you can pinpoint the medium from which they’ve arrived (search engine, Facebook, etc.). This will make it easier to identify the success or necessary improvements for each of your conversion efforts.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.