Learn how to use UTM parameters to track how many visitors, leads and customers you get from your marketing campaigns.
Start 14 Day Free TrialIf you cannot see how many visits, leads and customers you get from each campaign, you can easily overspend on channels that do not work. UTMs make performance measurable so you can double down on winners and pause what does not convert.
UTM parameters are small key value pairs you append to a URL. Analytics tools and Attry read them to understand where a visitor came from.
https://example.com/pricing?utm_medium=ppc&utm_source=google&utm_campaign=brand-campaignIn the example above, most tools would categorize the session as Paid Search because utm_medium=ppc and utm_source=google.
The parameters form a simple hierarchy - medium is the highest level and content is the most granular.
Top level channel. Examples - ppc, cpc, paid, paidsearch, paidsocial, email, display, affiliates.
Network or site. Examples - google, facebook, instagram, linkedin, bing.
Campaign name. Examples - brand-campaign, holiday-campaign, competitor-campaign.
Ad group or ad set. Examples - australia-adset, dropbox-competitor-adgroup.
Specific ad or creative. Examples - red-ad, discount-offer, demo-cta.
Only tag links from other places to your site - never tag internal links between your own pages.
Use a builder to avoid syntax errors - you need a question mark before parameters, ampersands between them, and you must escape characters like spaces.
Channel type - paidsearch, paidsocial, email, display, social.
Network - google, facebook, instagram, linkedin, bing.
Campaign name - brand-campaign, holiday-campaign.
Ad group or ad set - australia-adset, competitor-adgroup.
Ad or creative - red-ad, discount-offer, demo-cta.
In most ad tools you can paste a tagged URL into the final or destination URL field. If you manage many campaigns, use features like tracking templates or dynamic parameters to apply UTMs at scale.
UTMs feed your analytics. In GA4, sessions and conversions can be attributed by your UTM parameters, for exampleutm_source,utm_medium, andutm_campaign (and where useful,utm_term andutm_content). GA4 also maps utm_medium to its channel dimension, but the underlying attribution comes from the UTM fields. If you also want to track leads and revenue, Attry captures the UTMs on form submissions and pushes them into your CRM, so you can report pipeline and won deals by source, medium and campaign.
Place UTM parameters behind any external links to your site. With Attry capturing UTMs into hidden fields and syncing them to your CRM, you can measure which channels and campaigns drive pipeline and revenue.
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