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Urchin tracking module (UTM)

Urchin tracking module (UTM)


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.


A normal URL without any tracking could look like www.example/com/bookdemo, and if you added four UTM parameters to it, it could look like

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