Urchin 4 provides webmasters with database-driven analysis of Web site traffic.

Today’s industry standard combines Google Analytics and UTM (urchin tracking module) codes to generate enough data for marketers to calculate a return on investment from every ad.

UTM parameters, short for Urchin Tracking Module parameters, are small pieces of text added to the end of your ad’s destination URL that can help you track information about the source of an ad ...