UTM (Urchin Tracking Module) parameters track online campaign performance by adding them to URLs. They identify traffic sources and campaign details. The key UTM parameters include:
- utm_source: Traffic source (e.g., Google, Facebook).
- utm_medium: Traffic medium (e.g., email, CPC).
- utm_campaign: Campaign name (e.g., summer_sale).
- utm_term: Paid keywords for PPC.
- utm_content: Differentiates content (e.g., banner vs. text link).
These help analyse campaigns in tools like Google Analytics.