Marketers who can accurately attribute revenue and traffic to specific campaigns, content, or channels are more likely to reach and exceed their macro goals for a few reasons:

Accurate attribution helps inform strategy - when you know what performs, you know where to amp up

Proving ROI helps unlock additional marketing budget and resources

With a marketing attribution model that goes beyond last-click, marketers can prove the value of upper-funnel and middle-funnel activities

UTM parameters are an essential part of tracking attribution - and the more you understand how they work and how to get the most out of them, the better you'll be able to ensure accuracy.

In this article, we share what UTM parameters are, why they're important, how they work, and best practices for use. Plus, don't miss our customizable UTM parameter bulilder template!