UTM:

UTM’s, or Urchin Tracking Modules, track the effectiveness of online marketing campaigns through the codes added to the end of the URL. 

By clicking through a marketing campaign or another traffic source – emails, social media, etc. – marketing teams can identify where traffic is coming from. 

The 5 UTM parameters are outlined below:

1. Campaign: Identifies the specific marketing effort
2. Source: Source of traffic
3. Medium: The platform that a user came from
4. Term: Tracks keywords
5. Content: The specific content that was clicked on (used when there are multiple links)

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