UTM parameters are short snippets of code that are added to the end of a URL to help you track information about where traffic to your website came from. If you haven't used them, you've probably seen them at the end of very long URLs after a question mark, like this one:
https://support.rebrandly.com/hc/en-us/articles/225968568?utm_source=facebook&utm_medium=social&utm_campaign=linkpromo
This link includes three UTM parameters:
source - This is the specific place where you shared the link. In the example, it's Facebook.
medium - This is the channel you used. In this case, it's a social channel.
campaign - This is typically what you're using the link for, like promoting a product or announcing a sale. In the example, it's "linkpromo."
There are also term and content URL parameters, and you can even add other specialized link parameters, too. The three above are required for web traffic tools, and best practice is to always keep them in lowercase.
Once appended to a URL, the UTM parameters will help you sort out your web metrics in tools like Mixpanel or Google Analytics. This information helps you measure your digital marketing and website performance and figure out which of your efforts are working better.
You can add UTM parameters to your links as you enter them into Rebrandly, and even save groups of them in presets. See How do I use Rebrandly's UTM builder?