UTM parameters - Sales Glossary - Upnify
SalesUp! CRM

Back to dictionary

UTM parameters


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


media: email, social, cpc, referral


Campaign: product1, eventA, campaign_1


Content: ad1, group_A, group1_announcement3


Term: word1, word7, word_10


Key Fact: The acronym UTM stands for "Urchin Tracking Module" and was defined 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.