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What does UTM mean in Google Analytics?

There are several parameters in Google Analytics utm_

. I'm just wondering what the utm

label means and where is it from?

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This is short for Urching Tracking Module ( / Monitor). Urchin was the company whose log analyzer became the basis for the original Google Analytics after the company was acquired by Google in 2005.

The stand-alone product Urchin was discontinued in 2012 after Google developed a measurement protocol (data collected via MP is no longer compatible with Urchin).



However, Google has kept the parameter names, I guess people don't need to change their implementations to track campaigns (this is more or less a cosmetic issue).

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