Canonical URL: https://chargezen.com/glossary/utm-urchin-tracking-module

Affiliates

# UTM

Urchin Tracking Module

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.

### Related Terms

[

Attribution

Affiliates



](https://chargezen.com/glossary/revenue-attribution)[

Affiliate

Affiliates



](https://chargezen.com/glossary/affiliate-partner)

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### More Affiliates Terms

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