What are UTM tags on Facebook/Instagram, why do we need them and where can we see their data?

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In order to track a Facebook/Instagram campaign on Analytics, you need to add in the UTM tag. This will allow you to decipher one campaign from another. Without this piece of code, the traffic or conversions may be mis-attributed or bundled into a general traffic stream coming in from social and not uniquely identifiable. The UTM code should be added here and look like this in the ad setup step:

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