Urchin Tracking Module (UTMs) - Sales Glossary - Upnify
SalesUp! CRM

Back to dictionary

Urchin Tracking Module (UTMs)


These are elements that are added to a URL and are used by tools such as Google Analytics to identify the effectiveness of digital marketing campaigns.

These parameters generate a differentiated URL that contains relevant information for marketing decision making. Some of the most common parameters used are:

  • Source: google, instagram , facebook, twitter, linkedin
  • Medium: email, social, cpc, referral
  • Campaign: product1, eventA, campaign_1
  • Content: ad1, group_A, group1_announcement3
  • Term: word1, word7, word_10

Relevant fact: The acronym UTM stands for "Urchin Tracking Module" and was coined by Google after buying the company Urchin Software in 2005, which a few years later would become Google Analytics.




The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.