Ah, the humble (and delicious) sea urchin. (Uni nigiri fans, raise your hands! 🍣) But these spiny, globular echinoderms have something specific to do with marketing.

🐚 The “U” in “UTM” is the Urchin in Urchin Tracking Module. Initially developed by Urchin, their web analytics program was acquired by Google in 2005, becoming Google Analytics. In 2012, Google discontinued any further development of the software.

💻 Today, we still love and use those five parameters we append to URLs to form our Urchin Tracking Modules. Easy attribution across channels makes these little marketing urchins a tasty treat.

👩🏻‍💻 You can still use Google’s free UTM generator or a spreadsheet to create them, and platforms like Bitly track them for you. But it’s quick to create them manually, too: ?utm_VARIANT=VARIANT+NAME&

🧁 #frosting