Ad - Urchin Tracking Module (UTM) - or Campaign Parameters


Urchin Tracking Module (UTM) are tracking information added to an 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_campaign Yes 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 specifically 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


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

    utm_source=referrer   &
    utm_medium=github   &




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


Documentation / Reference

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