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What is a UTM and do I need to use them?

All about UTM's'

What are UTM codes?

“UTM” stands for “Urchin tracking module.” Which to give you some more background, Urchin Software Corporation was acquired by Google in 2005, and this is basically what we now know as Google Analytics.

In a nutshell, UTM codes are bits of text you can add to a link that tell your Lawless Analytics account more information about each link. 

This is what an example of a UTM link looks like;


The link above may not look like much, but it answers 3 Essential Questions.

  1. Where is the traffic coming from?
  2. How is it getting to me?
  3. Why is it coming to me?


Last updated on: 28 October, 2020