# Urchin Tracking Module (UTM)

A set of commonly used URL query parameters for identifying campaign traffic sources.

A set of commonly used URL query parameters for identifying campaign traffic sources.

## An example

A team labels a newsletter link with utm_source, utm_medium and utm_campaign.

## Why it matters

Use a consistent naming convention. UTM tags identify traffic context; they do not prove a conversion was caused by a campaign.


## Related terms
- [Analytics](https://jolts.xyz/resources/glossary/analytics)
- [Attribution](https://jolts.xyz/resources/glossary/attribution)
- [Conversion tracking](https://jolts.xyz/resources/glossary/conversion-tracking)
- [Raw data](https://jolts.xyz/resources/glossary/raw-data)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).