Do UTMs work on social platforms

Yes. Any link that allows a full URL will pass UTM parameters to an analytics tool.

Will UTMs affect search ranking

No. Search engines ignore the parameters when evaluating content.

Can UTMs break a link

Only if the base URL is incorrect or the parameters are formatted incorrectly. A valid link always starts with a question mark before the first parameter and uses ampersands between the rest.

Should UTMs be used on every link

Use them everywhere traffic matters. For internal links within the same site it is better to avoid UTMs since they can overwrite session information.

Are UTMs visible to users

Yes. They appear within the URL but most users ignore them.

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