Think of your favorite website: how did you find it? Did you use a search engine? Or click on an ad? Or follow a link in a blog post? Web developers, marketers, and data analysts use that information to improve their sources (sometimes called channels or touchpoints) online. If an ad campaign drives a lot of visits to their site, then they know that source is working! We say that those visits are attributed to the ad campaign. But how do websites capture that information? The answer is UTM parameters.