What are the UTM (Urchin Tracking Module) known as Campaign Parameters?

Card Puncher Data Processing


Urchin Tracking Module (UTM) are tracking information added to a URL and are also known as campaign parameters.


Tag your ads, emails and social media posts with UTM tags and analyze your ecommerce and marketing campaigns from click to conversion.

They are used on every HTML document such as a web page or an email to track clickthrough rate




Parameters Mandatory Definition Example
utm_id Yes/No Numeric identifier: Identify a specific ad campaign or promotion (mandatory for GA import)
utm_campaign Yes Name identifier: Identifies a specific product promotion or strategic campaign. utm_campaign=spring_sale
utm_source Yes Identifies which site sent the traffic, and is a required parameter utm_source=Google
utm_medium Yes Identifies what type of link was used, such as cost per click or email. utm_medium=cpc
utm_term - Identifies search terms utm_term=running+shoes
utm_content - Identifies what was clicked to bring the user to the site, such as a banner ad or a text link. It is often used for A/B testing and content-targeted ads. utm_content=logolink or utm_content=textlink
utm_referrer - Identify the full URL referrer as the browser gives only the domain


Example 1



  • utm_campaign - identify the overall campaign named summer-sale
  • utm_medium identify that the traffic comes from an email
  • utm_source identify that the summer-mailer campaign which is a sub campaign of summer-sale

In a markdown Github documentation





The referer identifies the URL of the page where the request originated.



1) 2)

Discover More
Card Puncher Data Processing

A campaign is a series of operations designed to reach a goal. s are marketing workflow that search to engage with the user See If you: see a billboard, scroll past a sponsored Instagram post,...
Card Puncher Data Processing
Click Through Rate is the number of click that have happen after a user has seen a page

CTR is an important metrics of engagement and is used in several marketing domain to analyse the efficiency of a process
Email tracking is the process to collect data in order to analyze the efficiency of email

This articles regroups the technics that can be used inside an email in order to build the emaila analytics metrics
Card Puncher Data Processing
Google Analytics - Cookies

used in google analytics Their prefixed are called utm because of . Google analytics comes fro Urchin. ... ...
Card Puncher Data Processing
How are users/consumers tracked on the internet?

This page shows how tracking works. tracking is the process of following a user. Tracking Cookie: Evercookies, Cookie Syncing - Automatically re-sync unique cookie ID across consumer devices....
Card Puncher Data Processing
Statistics - A/B (Test|Testing)

A/B Null Hypothesis test set up multiple copies of the website, redirect users randomly to each copies via 307 status measure which design improves the target the most. Gather Samples Assign...
Card Puncher Data Processing
What is a user-event tracker ? (Analytics Script)

Trackers are client or server-side libraries which track user behavior by sending events. There are two methods of tracking: (Recommended): Events are generated on the server : Events are generated...

Share this page:
Follow us:
Task Runner