Urchin Tracking Module parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media.
UTM Medium: Think of this as a channel. Social, Organic, Paid, Email, Affiliates, are all core marketing channels that include multiple traffic sources.
UTM Source: The individual site within that channel. For example, Facebook would be one of the sources within your Social medium for any unpaid links that you post to Facebook. If you’re running a Facebook ad or spending money to promote a link, you’d want to label Facebook as a source within Paid. If you’re building a link for email, define which list that you’re sending the email to.
UTM Campaign: The specific campaign that you’re running. Feel free to fill this in however it makes sense to you. Names that allow you to easily identify product launches, promotional campaigns, individual emails or posts, etc. are all good.
UTM Content: This is an optional field. If you have multiple links in the same campaign, like two links in the same email, you can fill in this value so you can differentiate them. For most marketers, this data is more detailed than they really need.
UTM Term: Marketers rarely use this field these days. It’s so you can track specific keywords for paid organic campaigns. Since AdWords has it’s own tracking methodology and a deep integration with Google Analytics, you’ll rarely need to use this field.
Whenever you put a link on an external site (not your own site), you add these parameters to your URL. Then when traffic lands on your site, you know where the visitor came from and that data appears in Jitt