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.