What is UTM and why is it important?

When we want to get audiences to a website, we start with a link to a landing page. Adding “UTM Parameters” - or some extra keywords to the link - allows us to understand EXACTLY where traffic is coming from (i.e. Facebook Ads versus an e-mail blast), what marketing campaign the the traffic is coming from (i.e. an Ace Frehly album launch campaign, or a Pop Evil merch drop), and more! Use this tool to add the UTM Parameters to links to your landing page, and then feel free to shorten them in bit.ly and put them in your ads, newsletters, artist tweets as you normally would.