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utm parameters are essential for answering the question where did my user come from have you noticed when you enter the website that there is a long tail at the end of the url what you see after the question mark is called a query string and it communicates important information about where the users that just entered your website came from to tools such as google analytics so why do you need to use them lets imagine someone clicks on a link on a different website to come to your website google analytics most likely will automatically know where the user came from by looking at something called the referrer that is sent in the web request in google analytics you can then see the user entering the website through the referral source but what if the link is not on the website but in an email since the user could open the link in an external program like outlook there would be no referrer available to google analytics to read in this case google analytics will classify the user coming to
