UTM Parameters (Urchin Tracking Module Parameters) are specific tags or parameters that can be added to the URL of a webpage to track the effectiveness of online marketing campaigns across different traffic sources. When someone clicks on a URL containing UTM parameters, these tags are sent back to analytics tools like Google Analytics, allowing marketers to monitor and analyze the performance of their campaigns in terms of traffic sources, mediums, and specific campaigns.
UTM parameters typically include:
- utm_source: Identifies the source of the traffic (e.g., Google, Facebook, newsletter).
- utm_medium: Indicates the marketing medium (e.g., email, CPC, social).
- utm_campaign: Specifies the name of the campaign (e.g., spring_sale, product_launch).
- utm_term: Tracks specific keywords for paid search campaigns.
- utm_content: Differentiates similar content or links within the same ad or email (e.g., banner1, link2).
These parameters help in analyzing which campaigns are driving the most traffic, conversions, and revenue, making it easier to optimize marketing efforts.