UTM
Urchin Tracking Module
Affiliates
Parameters added to URLs to track campaign performance in analytics. Includes source, medium, campaign, term, and content.
What is UTM?
UTM parameters are tags added to URLs that help track where traffic comes from. They're essential for marketing analytics and attribution.
Standard UTM parameters:
- utm_source: Traffic source (google, instagram, newsletter)
- utm_medium: Marketing medium (cpc, email, social)
- utm_campaign: Campaign name (summer_sale)
- utm_term: Paid keywords (optional)
- utm_content: Ad/link variant (optional)
Example:
yoursite.com/?utm_source=instagram&utm_medium=influencer&utm_campaign=q4_2024
Best practices:
- Use consistent naming conventions
- Keep values lowercase
- Document your taxonomy
- Use URL builders for consistency
Why UTM Matters
UTMs enable accurate tracking of which marketing efforts drive results.
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