UTM tracking is a method of tracking the effectiveness of online marketing campaigns by appending special parameters to the URLs of the marketing materials. UTM stands for “Urchin Tracking Module,” which was a tool created by Google to track web traffic.
The parameters added to the URL contain information such as the source of the traffic (e.g. Google, Facebook, email), the medium (e.g. CPC, organic, social), and the campaign name or identifier. By using UTM tracking, marketers can see which campaigns are generating the most traffic, conversions, and revenue.
For example, a URL with UTM tracking might look like this:
In this example, “google” is the source of the traffic, “cpc” is the medium (which stands for cost-per-click), and “spring_sale” is the name of the campaign.
UTM tracking can be added to any online marketing material, such as emails, social media posts, display ads, and more. By tracking these parameters in a web analytics tool, such as Google Analytics, marketers can better understand the effectiveness of their campaigns and make data-driven decisions to optimize their marketing efforts