UTM (Urchin Tracking Module)
URL parameters added to a link that identify its source, medium, and campaign — utm_source=instagram, utm_medium=bio, utm_campaign=summer. Lets analytics tools attribute traffic to specific channels and campaigns. Essential for menu attribution.
Related Terms
Marketing
Attribution
Determining which channel (Instagram, Google, email) drove a specific customer interaction. Without UTM tagging, every channel's traffic looks the same in analytics. Attribution lets operators decide where to invest marketing budget.
Marketing
Channel mix
The distribution of menu views across acquisition channels — Instagram bio, Google Business Profile, in-venue QR, email, organic search. Most restaurants get 60-80% from 2-3 channels and the rest is long tail. Mix varies dramatically by concept.
See UTM (Urchin Tracking Module) in Action
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