UTM Parameters

Definition

URL tags that help you track where traffic comes from in Google Analytics. If you're not using them, you're basically flying blind.

Example Usage

We added UTM parameters to all our Facebook ads and now we can actually see which campaigns are driving conversions.

Origin

Google Analytics terminology, introduced in the early 2000s

Fun Fact

UTM stands for 'Urchin Tracking Module' because Google's Analytics tool was originally called Urchin before they acquired it.

Source: Web analytics and marketing measurement

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