Urchin Tracking Module (UTM)

Urchin Tracking Module (UTM) is a code snippet added to a URL to track the performance of online marketing initiatives. UTM parameters are added to the end of a URL as specific tags that provide information about the source you intend to track, such as: • EmailandSMSmarketing campaigns andflows • A/B tests • Pay-per-click campaigns • Social media promotions Marketers often use UTM codes to get a more detailed breakdown of the sources that drive traffic to their websites or landing pages.