Urchin tracking module (UTM)

Noun

[you-tee-em]

UTM stands for urchin tracking module. A UTM is a tool used to track the success of digital marketing campaigns. A UTM is a snippet of code attached to the end of a URL that can be used to pinpoint specific sources of traffic to a website. They generally include a traffic source, a medium, and a campaign code, but can include up to five parameters (campaign source, medium, name, term, and content).

UTMs can help you identify top-performing content pieces and determine which pieces of content are driving the most traffic to your site.

Example: A normal URL without any tracking could look like www.example/com/bookdemo, and if you added four UTM parameters to it, it could look like www.example.com/bookdemo?utm_source=active%20users&utm_medium=email&utm_campaign=feature%20launch&utm_content=bottom%20cta%20button