UTM stands for urchin tracking module. A UTM is a tool used to track the success of digital marketing campaigns. A UTM is a snippet of code attached to the end of a URL that can be used to pinpoint specific sources of traffic to a website. They generally include a traffic source, a medium, and a campaign code, but can include up to five parameters (campaign source, medium, name, term, and content).
UTMs can help you identify top-performing content pieces and determine which pieces of content are driving the most traffic to your site.