Saturday, May 25, 2024

web: UTM parameters

UTM parameters - Wikipedia

Urchin Tracking Module (UTM) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics' predecessor Urchin and, consequently, are supported out of the box by Google Analytics. The UTM parameters in a URL identify the campaign that refers traffic to a specific website,[1] and attribute the browser's website session and the sessions after that until the campaign attribution window expires to it. The parameters can be parsed by analytics tools and used to populate reports.[2]

This example URL has four of the five UTM parameters highlighted:

Urchin (software) - Wikipedia

Urchin was a web statistics analysis program that was developed by Urchin Software Corporation. Urchin analyzed web server log file content and displayed the traffic information on that website based upon the log data.

Urchin Software Corp. was acquired by Google in April 2005, forming Google Analytics

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