Knowledge Hub
Everything you need to master UTM tracking, attribution, and campaign analytics. Find answers fast or learn at your own pace.
Getting Started
Start here if you're new to UTM Tracker
Why this matters
UTM links are the foundation of everything in this tool. Without properly tagged URLs, you can't attribute traffic, measure campaigns, or prove ROI. Getting this right from the start saves headaches later.
How to create a UTM link
- Navigate to Create Link in the sidebar. You'll see the link builder form.
- Enter your Landing Page URL — this is the destination page users will visit.
- Select your Business Area and Product from the dropdowns. These help organize your links and are used in reporting.
- Choose your Campaign Source (e.g., linkedin, google, email) and Medium (e.g., cpc, social, email).
- Give your campaign a clear Campaign Name. Use a consistent naming convention like
2024-q1-product-launch. - Optionally add Content and Term parameters for more granular tracking.
- Click Create Link. Your tagged URL is ready to copy and use!
Vanity URLs
If your account has vanity URL support enabled, you can create short, branded links that look cleaner in social posts and printed materials. Instead of a long URL with UTM parameters visible, you'll get something like yourco.link/spring-sale.
Why this matters
The Live Dashboard shows you what's happening right now. When you launch a campaign, this is where you'll see clicks rolling in, helping you catch issues early and ride the momentum of successful campaigns.
What you'll see
- Click Velocity — A real-time graph showing clicks per minute/hour. Spikes indicate campaign launches or viral moments.
- Recent Activity Feed — A live stream of individual clicks with timestamp, location, device type, and which link was clicked.
- Geographic Data — See where your clicks are coming from on a map or country breakdown.
- Top Performing Links — Which of your active links are getting the most engagement right now.
A quick tour of what to do first
Don't feel overwhelmed by all the features. Here's a focused guide to getting value from UTM Tracker in your first session.
- Create your first UTM link — Head to Create Link and tag a URL you're about to share. This gives you something to track immediately.
- Click your own link — Open the tagged link in a browser to generate a test click. You'll see it appear on the Live Dashboard within seconds.
- Check the Live Dashboard — See your click appear in real time. This is your "it works!" moment.
- Explore Analytics — Head to the Analytics page to see how data starts building up over time.
- Create a Campaign Group — If you're running a campaign with multiple links, group them together for aggregate reporting.
Analytics & Reporting
Understand your data and measure what matters
Why this matters
Analytics turns raw click data into actionable insights. Understanding the difference between clicks, unique clicks, and conversions helps you make smarter decisions about where to invest your marketing budget.
Key metrics explained
- Total Clicks — Every single click on your tracked links, including repeat visits from the same person.
- Unique Clicks — One count per unique visitor (based on IP). This gives you a truer picture of reach.
- Conversions — Actions that happened after a click (form submissions, sign-ups, purchases).
- Conversion Rate — Conversions divided by unique clicks. The ultimate measure of link quality.
Using time period filters
The analytics page lets you filter by time period (7 days, 30 days, 90 days, custom range). Each view shows a comparison to the previous period so you can spot trends.
Why this matters
Knowing which channels drive the most traffic and conversions is the key to optimizing your marketing spend. Channel attribution groups your UTM data by source and medium to show which channels actually perform.
How channels are determined
Channels are automatically categorized based on your UTM source and medium parameters:
- Paid Social — source: linkedin/facebook/twitter + medium: cpc/paid/sponsored
- Organic Social — source: linkedin/facebook + medium: social/organic
- Email — medium: email
- Paid Search — source: google/bing + medium: cpc/ppc
- Display — medium: display/banner/cpm
- Referral — medium: referral/partner
Reading the channel report
The Channel Attribution page shows a breakdown with clicks, unique clicks, conversions, and conversion rate per channel. Use this to compare ROI across channels and shift budget to what's working.
View Channel Attribution →Why this matters
Stakeholders want proof that campaigns work. The reporting features let you export clean, presentation-ready data that tells the story of your marketing performance.
Exporting data
- Navigate to any analytics or data page (Analytics, Channel Attribution, Link Hub, etc.).
- Set your desired time period and any filters.
- Click the Export button (usually top-right of the data table).
- Choose your format — CSV is ideal for spreadsheets, and works with Excel, Google Sheets, and most BI tools.
Link Management
Organize, monitor, and maintain your tracked links
Why this matters
The Link Hub is your central command center for all tracked URLs. Think of it as a library of every link you've ever created, with full history and one-click access to details.
What you can do
- Search — Quickly find any link by URL, campaign name, or source. The search is instant and filters as you type.
- Filter — Narrow down by business area, product, source, medium, or date range.
- View Details — Click any link to see its full click history, geographic breakdown, device stats, and conversion data.
- Copy Link — One-click copy of the tracked URL for sharing.
- Quick Stats — See total clicks, unique clicks, and last click date right in the list view.
Why this matters
QR codes bridge offline and online marketing. Print them on flyers, posters, business cards, or event badges, and when someone scans them, the click is tracked with full UTM attribution.
How to generate a QR code
- Create a UTM link first (or find an existing one in the Link Hub).
- Click the QR Code button on the link row or link details page.
- A QR code is generated instantly, encoding your tracked URL.
- Download the QR code as a PNG image for use in print materials.
Why this matters
Dead links waste your marketing budget and frustrate users. If a landing page gets taken down or a URL changes, every click on that tracked link leads to a dead end. The Link Health Monitor catches these problems.
How it works
- Navigate to Link Health in the sidebar.
- Click Run Health Check to scan all your active links.
- The system visits each destination URL and checks the HTTP status code.
- Results are color-coded: green for healthy (200), amber for redirects (301/302), red for broken (404, 5xx).
Campaign Planning
Plan campaigns, organize links, and follow best practices
Why this matters
A multi-channel campaign might need 10-20 unique tracked links (email, social, paid ads, etc.). Creating them one-by-one is tedious and error-prone. The Campaign Brief Builder generates all of them in one go.
How to use it
- Go to Campaign Brief in the sidebar.
- Enter your campaign name, landing page URL, and select the business area and product.
- Select which channels you want links for (LinkedIn, Email, Google Ads, etc.).
- The builder generates a link for each channel with the correct UTM source, medium, and campaign values.
- Review all links, then click Create All to save them in one batch.
Why this matters
A single campaign usually has multiple links across different channels. Campaign Groups let you bundle them together and view the total performance of the whole campaign, not just individual links.
How to create a Campaign Group
- Go to Campaign Groups in the sidebar.
- Click Create Group and give it a descriptive name.
- Add existing links to the group by searching and selecting them.
- View the group dashboard to see combined clicks, conversions, and channel breakdown.
Why this matters
Messy UTM data is worse than no data. Inconsistent naming fragments your analytics, making it impossible to get accurate channel-level or campaign-level insights. Agreeing on conventions upfront saves your team hours of cleanup later.
Golden rules for UTM naming
- Always use lowercase. "LinkedIn" and "linkedin" create separate entries in reports. Pick lowercase and stick with it.
- Use hyphens, not spaces or underscores. Hyphens are URL-safe and readable:
spring-sale-2024notspring_sale_2024. - Be specific but concise.
linkedin-sponsored-postis better thanliorlinkedin-paid-social-media-sponsored-content-post. - Include the date or quarter in campaign names:
q1-2024-product-launch. This makes filtering by time easy. - Document your conventions and share them with your team. A shared spreadsheet or wiki page prevents drift.
Standard source and medium values
Sources: google, linkedin, facebook, twitter, email, instagram, bing, direct
Mediums: cpc, social, email, organic, referral, display, partner, offline, qr
When to use short URLs vs full URLs
Use short/vanity URLs for: social media posts, printed materials, QR codes, spoken mentions (podcasts, events).
Use full UTM URLs for: email newsletters (UTM params are hidden in HTML), paid ad destination URLs, backlinks, anywhere the user won't see the URL.
Revenue & ROI
Connect marketing to revenue with Salesforce integration
Why this matters
This is the holy grail of marketing analytics: connecting your UTM clicks to actual revenue. When Salesforce integration is active, you can see exactly how much pipeline and closed revenue your campaigns have influenced.
Key concepts
- TCV (Total Contract Value) — The total value of a deal over its entire contract period. A 3-year deal at $10k/year has a TCV of $30k.
- ACV (Annual Contract Value) — The annualized value of a deal. Useful for comparing deals with different contract lengths.
- Pipeline — Deals that are open and in progress. This is potential revenue your campaigns are influencing.
- Closed Won — Deals that have been won and signed. This is the revenue your campaigns have actually generated.
How attribution works
The revenue attribution page traces this journey. When a visitor clicks a UTM link, fills a form, and that lead eventually becomes a deal in Salesforce, the revenue is attributed back to the original campaign.
Advanced Features
Power tools for experienced users
Why this matters
Some websites strip UTM parameters during redirects, which breaks your tracking silently. The URL Tester follows redirect chains and checks whether UTM parameters survive the journey to the final destination.
How to use it
- Go to URL Tester in the sidebar.
- Paste your full tracked URL (with UTM parameters) into the test field.
- Click Test URL. The tool follows every redirect hop.
- Review the chain: each redirect is shown with its HTTP status code (301, 302, etc.).
- The final destination is checked for UTM parameter presence. A green checkmark means they survived; a red X means they were stripped.
?utm_source=linkedin 301 → Redirect
?utm_source=linkedin 302 → Final Page
UTMs preserved ✓
Why this matters
Clicks are vanity, conversions are sanity. A conversion tells you that someone didn't just click your link — they took a meaningful action afterward. Understanding how conversions are tracked helps you interpret your data correctly.
How conversions are tracked
UTM Tracker supports multiple conversion sources:
- Web Form Submissions — When a visitor who clicked your UTM link fills out a form on your website, the form submission is matched back to the original click.
- Pardot Integration — If you use Pardot for marketing automation, form completions from Pardot can be synced as conversions.
- Click-as-Conversion — For links where the click itself is the goal (e.g., a "Register Now" button that goes to an external registration page), you can toggle "count click as conversion" on that link.
The click-as-conversion toggle
- Find your link in the Link Hub.
- Open the link details.
- Toggle Count Click as Conversion to on.
- Now every click on that link will also count as a conversion in your reports.
Why this matters
UTM Tracker becomes dramatically more powerful when connected to your CRM and marketing automation tools. Integrations let you close the loop between marketing activity and revenue outcomes.
Available integrations
- Salesforce — Syncs opportunity data to show pipeline and closed-won revenue attributed to your UTM campaigns.
- Pardot — Pulls in form completion data as conversions, connecting marketing automation to your UTM links.
Setting up an integration
- Navigate to Integrations in the sidebar.
- Find the integration you want and click Connect.
- Follow the authentication prompts to authorize UTM Tracker's access.
- Configure the sync settings (which fields to map, sync frequency, etc.).
- Click Save & Sync to start the initial data sync.
📖 UTM Glossary
❓ Frequently Asked Questions
First, make sure you're using the tracked URL (the one with UTM parameters or the short link), not the original destination URL. Clicks are only counted when someone visits through the tracked link. Also check that you're looking at the correct time period on the dashboard. If clicks still don't appear after a few minutes, try a hard refresh of the page.
Total clicks counts every single click, including multiple visits from the same person. Unique clicks counts each visitor only once (based on their IP address). If one person clicks your link 5 times, that's 5 total clicks but 1 unique click. Use unique clicks for a more accurate measure of reach.
UTM parameters are baked into the URL itself, so editing them would change the URL. If you've already shared a link and need to change something, it's better to create a new link with the correct parameters. The original link will keep tracking clicks under the old parameters.
Clicks appear on the Live Dashboard in real-time (within seconds). Analytics aggregations (daily/weekly totals, trend charts) are updated as data arrives. If you're checking during a live campaign, the Live Dashboard is the fastest way to see activity.
Google ignores UTM parameters for indexing purposes, so they won't hurt your SEO directly. However, never use UTM-tagged URLs in internal links on your website. If Google crawls a page with UTM parameters in internal links, it can create duplicate content issues. UTM links are for external traffic only.
Create a UTM link with source set to the event/print name and medium set to "offline" or "qr". Then generate a QR code for that link and print it on your materials. When someone scans the QR code, their visit is tracked with full attribution. Use vanity URLs for materials where people might type the URL manually.
Yes! All team members within your organization share the same link data and analytics. This means everyone sees the same dashboard, the same links, and the same reports. Coordinate with your team on naming conventions to keep data clean.
Each tracked link gets its own short URL and tracks clicks independently, even if the UTM parameters are identical. However, in aggregate analytics (like Channel Attribution), their clicks will be grouped together under the same source/medium/campaign. Use the utm_content parameter to differentiate between similar links.
🎬 Video Tutorials
Getting Started in 5 Minutes
Create your first link and see clicks in real time
Campaign Brief Builder Walkthrough
Build a full multi-channel campaign in one go
Revenue Attribution Deep Dive
Connect your campaigns to Salesforce pipeline
UTM Naming Conventions Guide
Keep your data clean with consistent naming
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