Web Analytics Key terms

What are utm codes?

Image of Iron Brands

Published on Mar 31, 2023 and edited on May 4, 2023 by Iron Brands

UTM codes are parameters that are added to the end of a URL to track the performance of a marketing campaign. UTM codes, which stand for "Urchin Tracking Module" codes, were developed by Google to track the source and effectiveness of marketing campaigns that use URLs.

UTM codes are typically added to the end of a URL as a series of name-value pairs, separated by ampersands (&).

For example, consider the following URL:


In this URL, the utm_source, utm_medium, and utm_campaign parameters are UTM codes. The utm_source parameter specifies the source of the traffic (e.g., Google), the utm_medium parameter specifies the medium through which the traffic was generated (e.g., paid search), and the utm_campaign parameter specifies the marketing campaign that the traffic is associated with (e.g., spring sale).

Import your Google Analytics data

The current version of Google Analytics will not be available from the 1st of July. You need to migrate. Try us instead

Start 14-day trial