'UTM Parameters' are short text codes added to URLs to track the effectiveness of online marketing campaigns across traffic sources and publishing media. UTM stands for 'Urchin Tracking Module', a legacy of Google's Urchin analytics software that laid the groundwork for Google Analytics.

UTM parameters allow marketers to understand where their traffic is coming from and how users interact with their content. They provide valuable insights into the performance of various marketing initiatives, helping in optimizing campaigns and strategies for better engagement and ROI.

By utilizing UTM parameters, businesses can gain a granular understanding of their marketing efforts. This data helps in making informed decisions, allocating resources effectively, and tailoring content to specific audiences. UTM parameters are a fundamental tool for digital marketers seeking to measure and enhance their online campaigns.