Understanding Urchin Tracking Module (UTM) parameters

Urchin Tracking Module or more commonly known as UTM parameters can be used to track online campaign performance by adding them to a URL that links back to your website. When used in this way can can help to identify traffic sources and campaign details.

Key UTM parameters include:

  • utm_source: Traffic source (e.g., Google, Facebook).
  • utm_medium: Traffic medium (e.g., email, CPC).
  • utm_campaign: Campaign name (e.g., summer_sale).
  • utm_term: Paid keywords for PPC.
  • utm_content: Differentiates content (e.g., banner vs. text link).

These help analyse campaigns in tools like Google Analytics and can be used to help give a Customer Data Platform (CDP) more context about what champaign triggered the visit.