# 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