Definition of UTM parameters

UTM parameters, short for Urchin Tracking Module, are custom parameters added to URLs for tracking specific campaign details, sources, mediums, and other attributes in web analytics.

Explanation of UTM parameters

UTM parameters enable marketers to identify and analyze the performance of different marketing efforts by appending specific information to URLs.

Example of UTM parameters

A URL with UTM parameters like "?utm_source=facebook&utm_medium=social&utm_campaign=summer_sale" helps track the source, medium, and campaign associated with a link.

Strategies of UTM parameters

Consistently use UTM parameters for tracking, follow a standardized naming convention, and leverage analytics platforms to interpret the data.

Related terms

• Campaign analytics
• Attribution modeling
• Tracking parameter