Stands for “Urchin Tracking Module”.
It involves adding parameters to your URLs to track the effectiveness of your marketing campaigns. These parameters, known as UTM parameters, provide additional information to analytics platforms like Google Analytics, allowing you to see which specific sources, mediums, or campaigns are driving traffic to your website. This helps marketers understand which marketing efforts are most successful in generating clicks, conversions, or other desired actions.
UTM parameters typically include: Source, Medium, Campaign, Term & Content.
For example, if you’re running a social media campaign, you can use UTM parameters to differentiate between traffic coming from different social media platforms or specific posts within those platforms.