Urchin Tracking Module

The Urchin Tracking Module (UTM) refers to a set of parameters added to URLs to track the performance of online marketing campaigns across various traffic sources and publishing media. These parameters were originally developed by Urchin Software Corporation, which was acquired by Google in 2005, and are now widely used in conjunction with Google Analytics and other web analytics tools.

Key Components of UTM Parameters

UTM parameters are appended to the end of a URL and consist of five key components:

1. utm_source: Identifies the source of the traffic. This parameter tells you where the traffic is coming from, such as a search engine (e.g., Google), a newsletter, or a social network (e.g., Facebook).
2. utm_medium: Describes the medium through which the traffic is coming. This could be "email," "CPC" (cost per click), "social," or any other medium you are using to drive traffic.
3. utm_campaign: Specifies the campaign name or code. This parameter is used to identify the specific campaign that is bringing traffic, allowing you to track the performance of different promotional efforts.
4. utm_term: Used for paid search campaigns to note