What does UTM stand for?

UTM stands for Urchin Tracking Module.

UTM parameters are simply snippets of code, which can be appended to the end of an URL to track information about the visitors arriving on your website. You can track where they came from and what they clicked on to get there. This way marketers can know which of their activities are driving traffic and working successfully.

An early version of Google Analytics was previously owned by a company called 'Urchin on Demand' - so that explains where the name Urchin Tracking Module, or UTM, came from.

Google acquired the company back in 2005 when the idea of tracking visitors through code added to URLs was cutting edge.

You can find more information about what UTMs are and how you can use them with Rebrandly by checking out the links below.

 

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