UTM parameters are small labels at the end of a link, such as ?utm_source=instagram&utm_medium=social&utm_campaign=spring. When someone clicks, tools like Google Analytics read them and file the visit under that source, medium and campaign. Without them, many visits from apps arrive as “direct” and social gets no credit.
Keep the names consistent: always lowercase, one spelling per network, and a campaign name the whole team uses. Tag every network separately, so you can see whether LinkedIn or Facebook brought the sign-ups. Never tag links inside your own site, which would split a visitor’s session in two.
