Tracking the content is vital to know how it is performing. Marketers use various tools to measure the effectiveness of their digital marketing campaigns. UTM, an acronym for Urchin Tracking Module, is an example of such a tool. 

A basic snippet of the code is added to the end of your URL to create a UTM code. UTM codes are a powerful analytics tool and help you identify the top-performing content relevant to your marketing goals. A UTM code allows you to track five parameters, including content, source, medium, term, and campaign.