---
"@context": https://schema.org
"@type": TechArticle
"@id": https://www.twilio.com/docs/sendgrid/glossary/utm-parameters#article
headline: Urchin Tracking Module (UTM) parameters
description: "*Analytics*. Five URL parameters added to links that marketers use to track online marketing campaigns."
url: https://www.twilio.com/docs/sendgrid/glossary/utm-parameters
inLanguage: en
dateModified: 2025-11-07T21:55:06.000Z
author:
  "@type": Organization
  name: Twilio Developer Education Team
publisher:
  "@type": Organization
  name: Twilio
---

# Urchin Tracking Module (UTM) parameters

*Analytics*. [Five URL parameters][parameters] added to links that marketers use to track online marketing campaigns. The predecessor of Google Analytics, Urchin, introduced these parameters.

When a user interacts with your link, the link sends data to Google Analytics. This allows you track and monitor your traffic.

You can use a UTM parameter for specific marketing goals:

* To determine which social media campaign brought the most web traffic
* To find which call to action in an ad generated more purchases

[Parameters]: https://en.wikipedia.org/wiki/UTM_parameters#Parameters