Technical SEO
UTM
UTM (Urchin Tracking Module) parameters are query string tags appended to URLs that pass campaign tracking information to Google Analytics, identifying the traffic source, medium, campaign name, keyword, and content of a link click. They were originally developed by Urchin Software Corporation, which Google acquired in 2005.
UTM parameters are created using Google's Campaign URL Builder and managed through Google Tag Manager. Analytics data from UTM-tagged URLs is analyzed in Google Analytics's Acquisition reports, allowing precise attribution of traffic and conversions to specific marketing campaigns, emails, and social posts.
Authority Links
Related Terms
Measurement
Direct Traffic
Direct traffic, a Google Analytics metric, refers to users entering a URL into their browser to directly access the website.
Measurement
Google Analytics
A free performance analysis tool that provides detailed information about visitors to a website.
Technical SEO
Google Tag Manager (GTM)
Refers to the tool that allows you to manage custom codes and tags on the website.
Technical SEO
URL
Refers to unique web addresses that provide access to a resource on the Internet.