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

1 - About

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

3 - Usage

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

4 - Parameters

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

5 - Example

5.1 - 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

5.2 - In a markdown Github documentation

    utm_source=referrer   &
    utm_medium=github   &

5.3 - Retargeting


5.4 - Referrer

HTTP - Referer (Referrer)

6 - Tool

7 - Documentation / Reference

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