What UTM tags do
UTM parameters are small tags added to the end of a link. Analytics tools read them to tell you where a visit came from: source (the site or list, such as newsletter), medium (the channel, such as email or cpc) and campaign (the specific push, such as spring_sale).
Keep them consistent
Analytics treats “Email” and “email” as different values. This tool lowercases your values and replaces spaces with underscores so your reports stay clean. It also keeps any existing parameters and replaces old UTM tags instead of duplicating them.
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