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