What are UTM parameters used for in Google Analytics?

UTM parameters are specifically designed to track the effectiveness of marketing campaigns within Google Analytics. They are tags added to the URLs of your marketing links, allowing you to collect detailed data on the performance of those links when users click on them. This tracking facilitates the analysis of traffic sources, mediums, and campaigns, helping marketers understand which strategies are successful and which are not. By using these parameters, you can attribute website traffic to specific campaigns, allowing for a better assessment of return on investment and overall campaign performance.

The other options do not align with the primary purpose of UTM parameters. Enhancing page loading times relates to website performance rather than tracking. Measuring average session duration and identifying bounce rates involve analyzing user behavior on the website itself, which is different from campaign tracking.