UTM is the acronym for Urchin Tracking Module.
What is Urchin Tracking Module?
Parameters that you can add to a URL to track the performance of campaigns in Google Analytics. Here is a list of the UTM variables and explanations for campaign URLs in Google Analytics:
- utm_source: A required parameter that identifies the source of traffic, such as a search engine (e.g. Google), a website (e.g. Forbes), or a newsletter (e.g. Mailchimp).
- utm_medium: A required parameter that identifies the medium of the campaign, such as organic search, paid search, email, or social media.
- utm_campaign: A required parameter that identifies the campaign or specific promotion being tracked, such as a product launch or a sale.
- utm_term: An optional parameter that identifies the keyword or phrase that led to the visit, such as the search query used on a search engine.
- utm_content: An optional parameter to differentiate between versions of the same ad or link, such as two different versions of a banner ad.
To use UTM variables, you will need to append them to the end of your URL as query parameters. For example: