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UTM (urchin tracking module) are pieces of code that are added to the URL. They are used to track traffic channels to a website. They help evaluate the effectiveness of advertising campaigns, mailings, and social media posts.
UTM tags allow you to distinguish users by source, geography, device type, operating system, and other parameters. UTMs recognize Google Analytics, Google Ads and etc.
There are required and optional UTM parameters.
|utm_term||Keyword, by which the user saw the ad||utm_term=buy_honda_2011|
Required parameters: traffic source, traffic type, and company name.
Optional parameters: the keyword for which the user saw the ad, and additional information that helps distinguish ads if other parameters are the same.