An UTM (Urchin tracking module) is used to figure out where website traffic is coming from.
It is a set of parameters added to a URL to track the effectiveness of online marketing campaigns across traffic sources and publishing media.
Three types of traffic:
- organic (e.g. from search engines)
- referral (e.g. from Facebook)
- none/direct (unknown source)
Google needs three things to figure out the traffic:
- source (brand name)
- medium (traffic type, e.g. email marketing)
- campaign (purpose)
Go to Google URL Builder to set up a UTM link (start watching at 5:20)