UTM
UTM, short for "Urchin Tracking Module," is a code snippet appended to a URL to track the performance of marketing campaigns, channels, or content. Originating from Google's Urchin Tracker, UTMs consist of parameters and tracking variables added after a "?" in the URL. There are five standard UTM parameters: source, campaign, medium, content, and term, each helping to identify different aspects of the traffic source. Accurate measurement requires a standardized naming convention for UTMs.