Back To Sirge University

What is a UTM and How Does it Work?

This article explains what a UTM is and how we use them to track marketing campaigns.

Cam Taylor
May 4, 2023

UTM stands for Urchin Tracking Module. It's a small piece of code that is added to the end of a URL in order to track where website traffic is coming from. Essentially, it's a way to add additional information to a link so that when someone clicks on it and lands on your website, you can see where they came from.

UTMs are commonly used in ad attribution to help marketers understand which ads are driving the most traffic to their website, and ultimately which ads are resulting in the most conversions (such as purchases or sign-ups). By using UTMs, you can track which ad campaigns, specific ads, and even specific ad placements are performing the best.

Here's an example of how a UTM might look when added to a URL:

In this example, the UTM parameters are:

  • utm_source: the source of the traffic, in this case, Facebook
  • utm_medium: the type of traffic, in this case, cost-per-click (cpc)
  • utm_campaign: the specific campaign, in this case, a spring sale
  • utm_content: the specific ad, in this case, the first ad in the campaign

By using UTMs like this, you can track the performance of your various ad campaigns in Sirge. This information can then be used to optimize your ad spend, making sure you're putting your budget towards the ads that are driving the most traffic and conversions.

This website uses cookies. We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners who may combine it with other information that you’ve provided to them or that they’ve collected from your use of their services.

Cookies are small text files that can be used by websites to make a user's experience more efficient.The law states that we can store cookies on your device if they are strictly necessary for the operation of this site. For all other types of cookies we need your permission. This means that cookies which are categorized as necessary, are processed based on GDPR Art. 6 (1) (f). All other cookies, meaning those from the categories preferences and marketing, are processed based on GDPR Art. 6 (1) (a) GDPR.This site uses different types of cookies. Some cookies are placed by third party services that appear on our pages.You can at any time change or withdraw your consent from the Cookie Declaration on our website.Learn more about who we are, how you can contact us and how we process personal data in our Privacy Policy.Please state your consent ID and date when you contact us regarding your consent.

Your consent applies to the following domains:,,,

Your current state: Allow all.

Your consent ID: u5hfOVq6PwpM/

Consent date: Monday, March 6, 2023 at 04:57:54 PM GMT+1

Back To Sirge University