Knowledge Base

The Google Analytics Definition of UTM & Tracking Parameters

If you have ever set up at URL with custom parameters for Google Analytics tracking using their URL Builder then you may have wondered what UTM means. UTM stands for Urchin Tracking Module. In 2005 Google purchased Urchin and rebranded it Google Analytics. The UTM code enables Google Analytics to identify where searchers came from as well as what campaign directed them.

For more information on Google Analytics and the importance of tracking, see my post on direct traffic and adding tracking using UTM parameters.

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