<s>
Urchin	B-Protocol
Tracking	I-Protocol
Module	I-Protocol
(	O
UTM	O
)	O
parameters	O
are	O
five	O
variants	O
of	O
URL	B-Protocol
parameters	I-Protocol
used	O
by	O
marketers	O
to	O
track	O
the	O
effectiveness	O
of	O
online	O
marketing	O
campaigns	O
across	O
traffic	O
sources	O
and	O
publishing	O
media	O
.	O
</s>
<s>
They	O
were	O
introduced	O
by	O
Google	B-Application
Analytics	I-Application
 '	O
predecessor	O
Urchin	B-Protocol
and	O
,	O
consequently	O
,	O
are	O
supported	O
out-of-the-box	B-General_Concept
by	O
Google	B-Application
Analytics	I-Application
.	O
</s>
<s>
The	O
UTM	B-Protocol
parameters	I-Protocol
in	O
a	O
URL	O
identify	O
the	O
campaign	O
that	O
refers	O
traffic	O
to	O
a	O
specific	O
website	O
,	O
and	O
attributes	O
the	O
browser	O
's	O
website	O
session	O
and	O
the	O
sessions	O
after	O
that	O
until	O
the	O
campaign	O
attribution	O
window	O
expires	O
to	O
it	O
.	O
</s>
<s>
This	O
example	O
URL	O
has	O
four	O
of	O
the	O
five	O
UTM	B-Protocol
parameters	I-Protocol
highlighted	O
:	O
</s>
<s>
UTM	B-Protocol
parameters	I-Protocol
in	O
a	O
URL	O
identify	O
the	O
marketing	O
campaign	O
that	O
refers	O
traffic	O
to	O
a	O
specific	O
website	O
.	O
</s>
<s>
To	O
define	O
and	O
append	O
the	O
relevant	O
UTM	B-Protocol
parameters	I-Protocol
to	O
the	O
appropriate	O
URLs	O
,	O
marketers	O
routinely	O
use	O
simple	O
,	O
spreadsheet-based	O
,	O
or	O
automated	O
UTM	O
builder	O
tools	O
,	O
including	O
the	O
Google	B-Application
Analytics	I-Application
URL	O
Builder	O
for	O
websites	O
.	O
</s>
<s>
When	O
a	O
hyperlink	O
contains	O
a	O
URL	O
with	O
UTM	B-Protocol
parameters	I-Protocol
,	O
the	O
web	O
analytics	O
software	O
of	O
the	O
destination	O
website	O
interprets	O
the	O
parameter	O
information	O
and	O
attributes	O
it	O
to	O
the	O
browser	O
's	O
website	O
session	O
and	O
the	O
sessions	O
after	O
that	O
until	O
the	O
campaign	O
attribution	O
window	O
has	O
expired	O
(	O
by	O
default	O
,	O
six	O
months	O
in	O
Google	B-Application
Analytics	I-Application
)	O
.	O
</s>
<s>
UTM	B-Protocol
parameters	I-Protocol
that	O
are	O
passed	O
to	O
URLs	O
can	O
be	O
parsed	O
by	O
analytics	O
tools	O
such	O
as	O
Google	B-Application
Analytics	I-Application
and	O
Adobe	B-General_Concept
Analytics	I-General_Concept
,	O
with	O
the	O
data	O
used	O
to	O
populate	O
standard	O
and	O
custom	O
analytics	O
reports	O
.	O
</s>
<s>
There	O
are	O
five	O
different	O
UTM	B-Protocol
parameters	I-Protocol
,	O
which	O
may	O
be	O
used	O
in	O
any	O
order	O
:	O
</s>
