Traffic attribution identifies which sources drive visitors to a web property. And it’s impossible to credit a conversion to the correct source without first knowing how a visitor got to a website. In other words, the foundation of conversion attribution is traffic attribution. Simple as it may sound, attributing a session to its traffic source can be tricky, even impossible. This post details the role that UTM parameters play in traffic attribution in Google Analytics. After reading this post, you’ll know more than 99% of marketers about how to use UTM parameters.

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