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Urchin Tracking Module (UTM) parameters

Analytics. Five URL parameters(link takes you to an external page) added to links that marketers use to track online marketing campaigns. The predecessor of Google Analytics, Urchin, introduced these parameters.

When a user interacts with your link, the link sends data to Google Analytics. This allows you track and monitor your traffic.

You can use a UTM parameter for specific marketing goals:

  • To determine which social media campaign brought the most web traffic
  • To find which call to action in an ad generated more purchases