Definition: Urchin Tracking Module [UTM]

UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by Google Analytics. They are source, medium, campaign, term and content.

They are used to easily track what sort of link sent traffic to your site. Each should be used for different reasons, but ultimately are just to group links.

You can generate a UTM link here.

Glossary Index