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,[1] and attribute the browser's website session and the sessions after that until the campaign attribution window expires to it.
[1] To define and append the relevant UTM parameters to the appropriate URLs, marketers routinely use simple, spreadsheet-based, or automated UTM builder tools,[3] including the Google Analytics URL Builder for websites.
[4] When a hyperlink contains a URL with UTM parameters, the web analytics software of the destination website interprets the parameter information and attributes it to the browser's website session and the sessions after that until the campaign attribution window has expired (by default, six months in Google Analytics).
[2] Web analytics software may attribute parameters to the browser's current and subsequent sessions until the campaign window has expired.