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)