UTM - Urchin Tracking Module
Essays and updates on product, engineering, and AI by Chase Adams.
1 minute read
Urchin Tracking Module or UTM, is a query parameter added to a URL to help track where a user is coming from. This is particularly useful for marketing analytics data.
This is used in marketing as a way to gauge the success of various sources (Twitter, Facebook, etc) and content types and use the data as a way to make better decisions about future marketing efforts.
How It Works
An example of a UTM:
https://chaseadamsio.com?utm_source=twitter
In this example, if someone were to visit my website with this link, the query parameter would be used in my analytics software to attribute the visitor to the source of twitter
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