Using UTM parameters makes sense for tracking various advertising activities. Your created links can be applied in different areas: Social Media: Here you can evaluate how much attention and how many clicks your post received. Note that in some social networks the complete links are displayed (e.g. Facebook). In others, however, they are not (e.g. LinkedIn). A user tends to rarely click on long and hard-to-read links, so you should make sure that visible links are not too complex. Newsletter marketing: You can use the values for the analysis of your newsletter marketing. The parameters track the clicks on the links within your email. Banner advertising: If you use banner ads, tracking with UTM parameters is worthwhile. It provides information about the size and positions of banner ads that are most effective for you. PDFs, e-books, online documents: Tracking in this area makes it easy to find out which content interests and appeals to users. From the analysis of the data you can deduce what the visitors of the website like. Based on that, you can deliver more of that content if needed.