UTM (Urchin Tracking Module) refers to a set of parameters appended to a URL to track the effectiveness of online marketing campaigns. These parameters enable marketers to monitor the source, medium, and campaign name of traffic generated from specific links. By analyzing UTM data, businesses gain insights into which marketing channels drive the most traffic and conversions, facilitating data-driven decision-making.
The UTM system was originally developed by Urchin Software Corporation, later acquired by Google, which integrated UTM tracking into Google Analytics. UTMs consist of tags like utm_source, utm_medium, and utm_campaign appended to URLs. When users click links containing these parameters, the data feeds into Google Analytics, allowing performance evaluation of marketing initiatives.
Using UTM parameters is essential for digital marketers as it enables traffic segmentation by campaigns and channels. This granular data helps understand user behavior, optimize budgets, and refine strategies. Additionally, UTM tracking ensures transparent attribution, accurately measuring each marketing effort’s contribution to overall campaign performance.
👉 See the definition in Polish: UTM: Parametry śledzenia kampanii reklamowych