URL parameters are strings of text added to a URL that modify website content and functionality, or collect data on customer behavior. They are identified as text strings following a '?' in a website's URL. For example:

robojan.gumroad.com/l/CFmodeling?layout=discover&recommended_by=staff_picks

In this URL, layout=discover specifies the page layout, and recommended_by=staff_picks indicates the recommendation source. URL parameters are used to change a page's content or behavior without the need for separate URLs for each variation, personalize content, support dynamic content creation, and for tracking and analytics.

URL parameters work by changing a page's content or behavior based on the key-value pairs formatted as key=value that are appended to a URL. When a user visits a URL with parameters, the web server or application reads these parameters and adjusts the page’s content accordingly, without the need to create many separate pages. For instance, parameters like utm_source=fb track the origin of website traffic, while layout=discover might specify a particular page layout.

There are two types of URL parameters: active and passive.

• Active Parameters: These change the content or functionality of a webpage dynamically. They can modify webpage behavior or appearance, personalize content, and support dynamic content creation. An example is ?s=google+pixel+buds+pro which controls the site's search functionality.

• Passive Parameters: Mainly used for tracking and analytics, they collect data without modifying the site's look or functionality. An example is ?utm_source=google&utm_medium=cpc&utm_campaign=trial_all-devices from a ClickUp ad.

URL parameters are important for marketers because they:

1. Identify traffic sources: Help determine which channels are driving traffic to a website.
2. Understand visitor interactions: Provide insights into how visitors interact with the website.
3. Tailor content: Allow for customization of content and user experiences based on visitor behavior.
4. Evaluate marketing performance: Assist in assessing the performance and ROI of marketing efforts.
5. Gauge influencer campaign effectiveness: Help measure the impact of influencer marketing campaigns.

To manage URL parameters effectively, follow these best practices:

1. Use Canonical Tags: Help search engines identify the original version of a webpage.
2. Limit the Use of URL Parameters: Keep URLs clean and simple, avoiding unnecessary parameters.
3. Use Meta Tags and Robots.txt Wisely: Control what search engines index and crawl.
4. Use User-Friendly URLs: Opt for clear, descriptive, and short URLs.
5. Monitor and Audit Your Website Regularly: Conduct regular website audits to spot any issues.
6. Optimize Your Sitemap: Include only canonical URLs in your sitemap.
7. Implement URL Rewriting: Convert complex URLs into simpler, more understandable formats.