Growth Marketing Dictionary


Urchin Tracking Module; Tags that are added to a URL to track campaigns. Common and reqiured UTM parameters are utm_source, utm_medium and utm_campaign, . They can be used in Google Analytics, HubSpot or any other analytics tool.

More terms in our dictionary

A/B testing

Testing two variations of one variable (i.e. ad copy, subject line) against each other to see what performs better.

OMTM (One Metric That Matters)

A concept from the book “Lean Analytics”. The metric that is used to focus on a daily basis. Every task should contribute to this metric.

Conversational marketing

Conversational marketing is a term coined by Drift: A one-to-one approach to marketing that companies use to shorten their sales cycle, learn about their customers,