Urchin Tracking Module, or UTM, is a piece of code attached to the end of a URL to monitor website traffic and marketing campaigns. UTM codes enable businesses to assess the effectiveness of marketing campaigns, analyze customer behavior, and refine marketing strategies. In e-commerce, UTM codes are a critical tool for enhancing marketing strategies, driving website traffic, and increasing revenue growth. Through UTM tracking, businesses can identify the most successful marketing channels and campaigns, optimize marketing expenditure, and enhance customer engagement.