A Definition to a Common Term Related to Web Analytics

Back To Glossary

Term: "UTMs"


UTMs, short for Urchin Tracking Modules, are text strings appended to URLs to capture important data about how visitors interact with online content and where they come from. Originally developed for use with Urchin Web Analytics Software, which was acquired by Google in 2005 and became the foundation for Google Analytics, UTMs have become a standard method for tracking the performance of digital marketing campaigns.

A UTM-enabled URL includes one or more of the following parameters:

  • utm_source: Identifies the source of the traffic, such as a search engine, newsletter, or other referring site.

  • utm_medium: Specifies the medium used to reach the audience, like email, social media, or cost-per-click.

  • utm_campaign: Names the specific campaign or promotion that the URL is part of.

  • utm_term: (Optional) Notes the keywords for paid search campaigns.

  • utm_content: (Optional) Differentiates similar content or links within the same ad to track which version is more effective.

By analyzing the data collected from these parameters, marketers can gain insights into how different sources, mediums, and content contribute to their objectives, such as generating leads, driving sales, or increasing website traffic. This information helps in optimizing marketing strategies, allocating budgets more effectively, and improving overall campaign performance.

Try Canny Armadillo Today With a 30-Day Money Back Guarantee

Get Started