What is UTM?


A UTM, or Urchin Tracking Module, is a code snippet that is added to a URL to track the performance of digital marketing campaigns. UTMs are commonly used by digital marketers to measure the effectiveness of their marketing efforts, as they provide detailed insights into how visitors are interacting with a website and which marketing channels are driving the most traffic and conversions.

UTMs consist of several parameters, including the campaign source, medium, and name, as well as optional parameters for term and content. These parameters are added to the end of a URL as query string parameters, separated by an ampersand (&) and preceded by a question mark (?).

For example, a UTM code for a Facebook ad campaign might look like this:


In this example, the UTM code includes the following parameters:

  • utm_source=facebook: the source of the traffic, in this case, Facebook
  • utm_medium=cpc: the medium of the traffic, in this case, cost-per-click advertising
  • utm_campaign=spring_sale: the name of the campaign, in this case, a spring sale
  • utm_content=image_ad_1: optional parameter for the content of the ad, in this case, the specific image used in the ad.

By using UTM codes, digital marketers can track the effectiveness of their marketing campaigns and make data-driven decisions to optimize their marketing strategies.

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