Marketing Acronyms

Urchin Tracking Module (UTM)

Tracking Link, Universal Tracking, Click Identifier (CI) 

What does it mean:

Urchin was the analytics software that was eventually bought by Google and turned into Google Analytics. The UTM has since become an open standard for link tracking and campaign attribution. It works with most almost any analytics software package. 

The Formula:

Source = Where did the traffic come from? Google, Facebook, blog, partner etc. 

Medium = What type of traffic is it? CPC (paid), email, or something else?

Campaign = Your custom campaign name which can be anything. 

Use it in a sentence:

To colleagues:

“I added UTM codes to all of our partner blog posts so now we’ll know which posts drive the most sales.”

To investors:

“Here’s a list of our top acquisition channels by source using our UTM tracking.”

At a party:

“I noticed today in a UTM link that a dating app put me in a campaign called ‘DesperateUsers’. I would be mad but honestly, they’re not wrong.”

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