UTM parameters

For other uses, see UTM.

Urchin Tracking Module (UTM) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics' predecessor Urchin and, consequently, are supported out of the box by Google Analytics. The UTM parameters in a URL identify the campaign that refers traffic to a specific website,[1] and attribute the browser's website session and the sessions after that until the campaign attribution window expires to it. The parameters can be parsed by analytics tools and used to populate reports.[2]

This example URL has four of the five UTM parameters highlighted:

https://www.example.com/page?utm_content=buffercf3b2&utm_medium=social&utm_source=snapchat.com&utm_campaign=buffer
  1. ^ "Custom campaigns – Analytics helps". Google Inc. Retrieved 15 March 2016.
  2. ^ Cite error: The named reference Using UTM Campaign Parameters was invoked but never defined (see the help page).