UTMs-or urchin tracking modules-might sound intimidating. But those bits of code are essential for measuring and analyzing activity from your marketing efforts and proving your social media ROI. Even better, UTM codes are easier to use than you might think, as long as you have the right tools in your kit. Get started on building, tracking, and analyzing UTMs with the guide below. UTM Parameters 101: What Are UTMs? UTMs are tags or strings of code that appear at the end of a website link. They're located after the part of the URL that specifies the address of the webpage.