what is utm

UTM stands for Urchin Tracking Module, which is a set of parameters added to URLs to track website traffic generated by a specific marketing campaign and the source of that traffic. UTM codes are used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. The UTM parameters in a URL identify the campaign that refers traffic to a specific website and attribute the browsers website session and the sessions after that until the campaign attribution window expires to it. UTM codes allow you to track exactly where your website traffic is coming from, so you can see which marketing tactics are actually driving results. The five standard variants of UTM parameters are source, medium, campaign, term, and content. By using UTM codes consistently, youll be able to make smarter marketing decisions and optimize your campaigns for better results.