Urchin Tracking Module, or UTM for short, is a parameter marketers can add to the end of an URL. The parameter sends data back to Google Analytics once a link is clicked. Google has built in functionality to track referral channels but it can be challenging to tell which source is driving traffic for which campaign. That is it where UTMs come in.
UTMs allow you to dissect Google Analytics Data even further. UTMs tell you not only which campaigns are or aren’t working, but also which tweets and emails are driving traffic to your website.
UTMs have 3 required elements.
Optional UTM elements
Term – Used in paid search to identify the keywords
Content – specifics additional information to help differentiate ads or for A/B tests
UTMs are a quick and easy way to get more information about of Google Analytics. They are a great way to interpret data to better determining which campaigns and sources are performing best.