UTM stands for "Urchin Tracking Module". UTM tags are short strings of characters appended to the URL to help you track the performance of your marketing campaigns. They’re commonly used by businesses to track their marketing efforts across different channels (e.g., Facebook ads, Google Ads campaigns, emails).
By using UTM tags, you will be able to track how many clicks/conversions how many clicks you received from a particular source or what keywords people used when they came to your site. You can also track which ads are the most effective and so on.
UTM Source (utm_source): The site/source from which the traffic is being sent (e.g. Google, Facebook, Linkedin).
UTM Medium (utm_medium): The channel/type of traffic that is sent from the source (e.g. ppc, cpc, referral, email).
UTM Campaign Name (utm_campaign): Simply your unique campaign name (e.g. summer-sale-20).
UTM Content (utm_content): If you have multiple assets pointing to the same landing page, you can use utm_content to differentiate between them (e.g. banner-ad-a, banner-ad-b).
UTM Term (utm_term): This parameter is used for paid search ads; it tells you which keywords the visitor used to land on your site (e.g. brown+winter+boots).