Google Analytics Individual Qualification 2025 – 400 Free Practice Questions to Pass the Exam

Using UTM parameters is primarily focused on tracking the effectiveness of online marketing campaigns. UTM (Urchin Tracking Module) parameters are tags added to the end of a URL, which allow Google Analytics to monitor specific details about the traffic coming to a website. By appending these parameters, marketers can identify the source of web traffic, such as which campaign drove visitors to the site, the medium (like email or social media) that was used, and the specific content that was clicked.

When a user clicks on a link with UTM parameters, that information is sent to Google Analytics. This enables businesses to analyze campaign performance with precision, measuring factors such as conversion rates, user engagement, and overall return on investment. Hence, the primary purpose of UTM parameters is to provide clarity and insights into how different marketing initiatives perform, empowering marketers to optimize their strategies based on the data collected.