Campaigns & Marketing

UTM Parameter

By: Alec Hollingsworth

Updated:

July 2, 2025

Definition:

A UTM parameter is a tag added to a URL to track the performance of online marketing campaigns in analytics platforms.

A UTM (Urchin Tracking Module) parameter is a snippet of text added to the end of a URL to help track the effectiveness of online marketing campaigns. These parameters relay information to analytics platforms, such as Google Analytics, about how visitors are finding your site. UTM parameters typically include details like the source, medium, campaign name, and sometimes content or term. This data allows organizations to analyze traffic sources and user engagement, making it easier to determine which marketing strategies are working best. For nonprofits, measuring the impact of email campaigns, social media posts, and advertisements using UTM parameters is crucial for optimizing outreach and allocating resources effectively.

Key Takeaways

UTM parameters help track the source of website traffic.
They enable data-driven marketing decisions.
Nonprofits can optimize campaigns by analyzing UTM data.
Keela supports using UTM parameters in outreach efforts.

Why It Matters

UTM parameters help nonprofits understand which marketing efforts drive engagement and donations.

Real World Example

Imagine a nonprofit launching both an email and a social media campaign to promote a fundraising event. By adding unique UTM parameters to each link (e.g., utm_source=email for emails and utm_source=facebook for Facebook posts), the nonprofit can later review analytics data to see which channel brought in more registrations or donations. This information helps the team understand where their audience is most engaged, allowing them to focus future efforts on the most effective channels. Using UTM parameters, the nonprofit can continually refine their outreach for better results.

How Keela Helps

In Keela, you can add UTM parameters to the links you share through email campaigns or social media, enabling you to track which communication channels are most effective. By integrating UTM-tracked links, Keela users gain valuable insights into supporter behavior, helping refine future outreach strategies and improve overall campaign performance.

Frequently Asked Questions

What does UTM stand for?

UTM stands for Urchin Tracking Module, named after Urchin Software, a predecessor to Google Analytics.

How do I create a UTM parameter?

You can use free online UTM builders to generate URLs with UTM parameters tailored to your campaign details.

Why should nonprofits use UTM parameters?

UTM parameters help nonprofits identify which marketing channels drive the most engagement or donations, informing future strategies.

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