UTM — Urchin Tracking Module
Definition: URL parameters added to links to track where traffic comes from in analytics tools. Standard tags: utm_source, utm_medium, utm_campaign.
Example
`?utm_source=newsletter&utm_medium=email&utm_campaign=spring-launch` tells GA exactly which campaign drove a visit.
When you'll hear it
UTM shows up most often in engineering planning, architecture reviews, and sprint retrospectives. When someone uses it, they're usually referring to urchin tracking module — and they expect the room to already know what that means.
FAQs
What does UTM stand for?
UTM stands for Urchin Tracking Module.
What does UTM mean in technology and engineering?
URL parameters added to links to track where traffic comes from in analytics tools. Standard tags: utm_source, utm_medium, utm_campaign.
Where will I hear UTM used at work?
UTM comes up most often in engineering planning, architecture reviews, and sprint retrospectives. It's used as shorthand for urchin tracking module, so people assume you already know the term.