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UTM parameters
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<p> Urchin Tracking Module (UTM) parameters are five variants of <a href="/facts/Query_string/nUTW9ITa">URL parameters</a> used by marketers to track the effectiveness of online <a href="/facts/Marketing_campaign/LttVQ66t">marketing campaigns</a> across traffic sources and publishing media. They were introduced by <a href="/facts/Google_Analytics/K0zVdGH0">Google Analytics</a>' predecessor <a href="/facts/Urchin_(software)/nfY7jaNY">Urchin</a> and, consequently, are supported <a href="/facts/Out_of_the_box_(feature)/AlLU3avL">out of the box</a> by Google Analytics. The UTM parameters in a URL identify the campaign that refers traffic to a specific website, and attribute the browser's <a href="/facts/Hypertext_Transfer_Protocol/TWtvf7JD">website session</a> and the sessions after that until the campaign attribution window expires to it. The parameters can be parsed by analytics tools and used to populate reports. </p><p>This example URL has four of the five UTM parameters highlighted: </p> https://www.example.com/page?utm_content=buffercf3b2&utm_medium=social&utm_source=snapchat.com&utm_campaign=buffer