What is UTM parameters?
Tags appended to links that tell analytics where a visitor came from, so a newsletter send shows up as a source instead of "direct".
UTM parameters are tags appended to a URL, such as utm_source and utm_campaign, that tell analytics tools where a visitor came from. Without them, a click from your newsletter arrives as "direct" traffic, indistinguishable from someone typing the address by hand.
For a newsletter operator they are the difference between guessing and knowing which sends drive traffic. The discipline that makes them useful is consistency: pick one naming convention and hold it, because utm_source=newsletter and utm_source=Newsletter report as two different sources forever.
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