• UTM codes serve as data-rich extensions to a URL
• They consist of three required parameters (source, medium, and campaign name) and two optional parameters (content and term)
• Information is fed into an analytics platform

Have you seen the very long URL with indecipherable letters, numbers and symbols, and thought ‘what in the world?!?!’? That is a Urchin Tracking Module (UTM) code, and it serves a purpose to tie behaviors and outcomes to marketing efforts.

Starting with a question mark and including letters and characters, a UTM code is the long string of information attached to a URL following a domain (or host, frequently ending in dot com) and, if applicable, path (child or sub page from homepage).