UTM Campaign Tracking

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags you add to URLs to track where your traffic comes from. When someone clicks a link with UTM parameters, Invoker Analytics captures this data so you can measure campaign performance.

UTM Parameters Explained

There are five standard UTM parameters:

Building UTM URLs

To add UTM parameters to your URLs:

1. Start with your destination URL: https://yoursite.com/pricing
2. Add a question mark: https://yoursite.com/pricing?
3. Add parameters separated by ampersands

Viewing UTM Data in Invoker

Navigate to the UTM Sources page in your site's analytics to see:

• Sources: All utm_source values with visitor counts
• Mediums: Traffic breakdown by utm_medium
• Campaigns: Performance of individual campaigns
• Terms: Keyword performance for paid search
• Content: A/B test results and content variations

Best Practices

Naming Conventions

• Use lowercase for consistency (utm_source=Facebook vs utm_source=facebook)
• Use underscores instead of spaces (spring_sale, not spring sale)
• Be consistent across all campaigns
• Create a naming convention document for your team

What to Track

• Email campaigns: utm_source=newsletter, utm_medium=email
• Social media: utm_source=twitter, utm_medium=social
• Paid ads: utm_source=google, utm_medium=cpc
• Partner links: utm_source=partner_name, utm_medium=referral

Common Use Cases

Combining with Goals

For the most powerful campaign analysis, combine UTM tracking with Goal tracking. This lets you see not just how many visitors came from each campaign, but how many converted into customers or completed desired actions.