What is a UTM Parameter?

Urchin Tracking Module (UTM) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. The UTM parameters in a URL identify the campaign that refers traffic to a specific website, and can let the content creator know things like how long you spent on the website, or which keywords brought you to a specific page, and much more. The parameters can be parsed by analytics tools and used to populate reports. Here is an example URL, UTM parameters highlighted:

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