# UTM - Urchin Tracking Module

> An overview of UTM (user tracking in the web) from my perspective and experience.

Source: https://curiouslychase.com/posts/utm-urchin-tracking-module/

**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**