Back to A–Z glossaryGoogle AdsAnalytics
Digital marketing terminology
UTM
Urchin Tracking Module
Parameters added to URLs to identify campaign source, medium, name, and other traffic details.
What is UTM?
Parameters added to URLs to identify campaign source, medium, name, and other traffic details.
In practical marketing work, urchin tracking module is used to make planning, execution, reporting, or optimization easier to understand.
How is it calculated?
This concept does not use one universal industry-standard formula. Measure it with the KPIs that match the specific channel and objective.
Practical example
utm_source=linkedin and utm_medium=social identify a LinkedIn visit.
Where is it used?
Google AdsAnalytics
Answer-first FAQ
Common questions about UTM
What does UTM stand for?
UTM stands for Urchin Tracking Module.
What is UTM in simple words?
Parameters added to URLs to identify campaign source, medium, name, and other traffic details.
How is UTM calculated?
There is no single universal formula for this concept.
Where is UTM used?
It is commonly used in Google Ads, Analytics.