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.

While building a UTM URL, you sometimes find yourself wondering what should you use for utm_campaign, utm_source or any other UTM parameter. Sometimes it’s clear, but often you don’t know and just ...

Forbes contributors publish independent expert analyses and insights. I write about digital marketing topics, from content to social. Social media marketers need to constantly test strategies if they ...