The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Unnat Bak When discussing ...

The more data you put in the hands of a marketer, the more informed and strategic their decisions become. Although most of us feel comfortable reporting and understanding referral sources for our ...

UTM stands for Urchin Tracking Module. There are five variants of URL parameters you can use to monitor the progress of any online marketing campaign. The five variants of UTM are the following: ...

Urchin Tracking Module (UTM) parameters help track searcher engagement with specific elements of Google Business Profiles (GBPs). Without these snippets of code being added to the URLs of fields in ...

As Google upgrades Google Analytics to its latest version, GA4, it must also update the metrics associated with its tags. UTM tags are a cornerstone of analytics strategy. Their role with digital ad ...