UTM tag is a special parameter that can be included in a website link. It is a tool that helps analyze where people are coming from and how they behave on the site. UTM tags help track and analyze website traffic. A link with a tag looks like this: https://www.website_address.com/?utm_source=utmarticle&utm_medium=blog&utm_campaign=article. The information after the question mark is the UTM tag which helps in calculating analytics.
Call tracking is a tool for monitoring phone calls and evaluating the effectiveness of advertising channels. With its help, marketers determine the source of the call to the company with a breakdown by channels. It is implemented through special numbers that the company uses, placing a specific number for each source in order to accurately understand on which resource the user found information about the company.
Usually, these analytics tools are used in advertising on maps.