A campaign UTM (Urchin Tracking Module) is a set of parameters added to a URL that allows marketers to track the performance of their online marketing campaigns.

UTM parameters help identify the source, medium, campaign name, and other details associated with website traffic.

The main components of a campaign UTM include:

  • UTM Source: Identifies the origin of the traffic, such as search engine, newsletter, or referring website (e.g., utm_source=google).
  • UTM Medium: Specifies the marketing medium, such as email, cost-per-click (CPC), banner, or social media (e.g., utm_medium=cpc).
  • UTM Campaign: Indicates the specific campaign name, slogan, promo code, or other identifier (e.g., utm_campaign=spring_sale).
  • UTM Term (optional): Used for paid search to specify the keywords associated with the ad (e.g., utm_term=running+shoes).
  • UTM Content (optional): Differentiates similar content or links within the same campaign (e.g., utm_content=headerlink or utm_content=footer_link).

Here’s an example of a UTM-tagged URL would look like this:

When a user clicks on a UTM-tagged link, the UTM parameters are sent to web analytics tools like Google Analytics. This allows marketers to track the effectiveness of their campaigns, understand which sources and mediums drive the most traffic and revenue, and optimize their marketing efforts accordingly.

Using consistent UTM tagging across all marketing campaigns helps to maintain organized and accurate data in web analytics platforms.

A Beginners Guide to UTM Parameters (And How to Use Them)
How to Create Campaign URLs With UTM Codes in MonsterInsights
How to Set Up Marketing Campaign Tracking in Google Analytics