UTM code

UTM codes are bits of text you can add to a link that tell Google Analytics (as well as other analytics tools) more information about each link, like where your traffic is coming from.

UTM codes help track the performance links and you can use the UTM variables within the link to track general information, like how much traffic you’re getting, or granular information, like how much revenue you generated from a specific link placement.

Historical perspective: Urchin Software Corporation was acquired by Google in 2005, and their software laid the groundwork for what we now know as Google Analytics.