Measured Opinions #5: What is a UTM and why is it so important?
The Measure Pod
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What Is Urchin Tracking?
U t ms stands for urchin tracking module. It's a way of saying, i know where this session or this click came from in the data. Most analytics platforms now use u tms because they're such a global standard. You need to have clean data before you can even think about attribution modelling.
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