Short for Urchin Tracking Module, UTM parameters are little snippets of text added to URLs that help you track the effectiveness of your marketing campaigns. Think of them as digital breadcrumbs, letting you see exactly where your website traffic is coming from—whether it’s that email blast you sent, a paid ad, or a social media post. By tagging your links with UTMs, you can pinpoint what’s driving the clicks and what’s just taking up space, so you can fine-tune your marketing strategies and stop wasting time on what doesn’t work.