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Glossary

UTM (Urchin Tracking Module)

UTM is a code snippet appended to the end of a URL to track traffic sources to websites in tools like Google Analytics.

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UTM stands for Urchin Tracking Module and is a code snippet appended to the end of a URL to track where website traffic comes from. UTM is used by tools like Google Analytics and is a valuable tool for measuring the effectiveness of digital marketing campaigns.

Why is UTM important?

UTM parameters enable accurate attribution by identifying exactly which campaign, medium, and source drove each visit. This is essential for calculating ROAS and optimizing marketing spend.