UTM stands for Urchin Tracking Module. Although it’s not that important to know what it stands for, UTM plays a crucial part in keeping track of the traffic generated by your online marketing channels. It is used by Google Analytics to know where your traffic is coming from and file it in the appropriate category. When done correctly, UTMs can help you determine which marketing channel is performing the best. A UTM will normally look like this https://www.example.com/landing-page?utm_source=google&utm_medium=email&utm_campaign=my+campaign and it signifies which source, medium, campaign, or other elements this traffic is coming from.