What is typically the main use of UTM parameters in Google Analytics?

The main use of UTM parameters in Google Analytics is to analyze the effectiveness of marketing campaigns. UTM parameters are tags added to URLs that allow tracking of specific campaigns in Google Analytics. When users click on a link with UTM parameters, those parameters are sent back to Google Analytics, enabling the platform to capture data about which sources, mediums, and campaigns are driving traffic to a website.

Marketers can assess the performance of their various campaigns by examining metrics such as the number of visits, conversions, and user engagement associated with each UTM-tagged link. This analysis helps in understanding which marketing efforts yield the best results, allowing for better allocation of resources and optimization of future campaigns to maximize ROI.

In contrast, tracking eCommerce transactions, measuring organic search traffic, or identifying user demographics do not primarily involve the direct contributions of UTM parameters. eCommerce tracking is typically done through enhanced eCommerce features within Google Analytics, organic search traffic is measured by default, and user demographics are gleaned from audience reports, none of which rely specifically on UTM tagging for data collection and analysis.