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 a 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.

This is About:

• What Does UTM stand For?
• UTM Definition
• What Does UTM Mean?
• UTM Meaning

See Also:

• What is a UTM Parameter?
• UTMs and URLs: 10 Optimization Tips
• UTM Parameters Made Simple: What Marketers Need to Know
• How to Add UTM Parameters to Links and Short URLs