Hi u/SoundTheDreadAlarm

The tracking parameters are used to pass info from Google to you. Things like which keywords triggered your ads, which campaign etc. You use these to improve the performance of your ads.

You might find this useful. It goes into using these parameters for working out which leads came from Google Ads: [https://pete-bowen.com/business/how-do-i-know-which-of-my-leads-came-from-google-ads](https://pete-bowen.com/business/how-do-i-know-which-of-my-leads-came-from-google-ads) . Ignore it if you’re doing ecommerce as it’s not applicable.