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 ...

UTM tagging is a popular – but nevertheless mysterious – method of tagging URLs to edit or augment visitor data in Google (News - Alert) Analytics. Even in the analytics industry, there is very little ...

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 ...

Urchin Tracking Module (UTM) tagging -- pieces of code that marketers attach to the end of a URL to provide richer information about where that traffic comes from -- are underused, according to Zac ...

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 ...