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You should use UTM parameters when you want to get greater granularity around various traffic sources driving to a destination. This enables your team to get a better idea of how each traffic source is working for you.
When you use an analytics system like Nudge, you can see how engaging each of those traffic sources are. And to then optimize to quality. For example if one source, drives traffic at 30 seconds of attention and another at 20 seconds, maybe you want to adjust your budget mix. Or go and improve the creative on the second source.
This is a good example of how UTM parameters can help you increase performance.
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