Great question! UTM parameters are tags you can add to the end of the URLs of your marketing or promotional efforts.
When your appended URL is then visited, it allows analytics software to track information, such as how visitors are coming to your site and if they're interacting with any content associated with a campaign.
This can be particularly useful when you have multiple ways to access your online assets and you're trying to identify which of your social channels to focus on.
Here are some examples of how to use UTM Parameters:
utm_source: Used to show which site the visitors are coming from.
utm_medium: Used to show which marketing channels are bringing the visitor to your site. Examples include, but aren't limited to, email, social, or cost-per-click.
utm_campaign: Used to identify which campaign the promotion is associated with.
utm_content: Used to identify the exact element on your ad or promotion that was clicked. This is often used for optimization purposes.
In Lately, you can add a UTM Parameter to posts form the autogenerator, or you can set default parameters by going to the Content > Tracking menu.
Here's an example of adding the defaults!
Please let us know if you have any additional questions - a Lately team member would be happy to help walk you though the setup!