SaaSAnalytics
These docs are continuously being refined for better readability. Some sections may be incomplete or subject to change.

UTM Parameters

Understand where your traffic comes from by tagging links with UTM parameters. They're captured automatically - no extra setup needed.

What are UTM parameters?

UTM parameters are query string tags you append to any URL. When someone visits your site via a tagged link, the tracking script reads those tags and attributes the visit to the right campaign, channel, or source.

Zero config: The tracking script picks up UTM parameters automatically on every page load. You don't need to change any code.

Auto-captured parameters

The following standard UTM parameters are captured on every visit:

utm_source

Where the traffic originates.

e.g. google, newsletter, twitter

utm_medium

The marketing channel.

e.g. cpc, email, social, organic

utm_campaign

The specific campaign name.

e.g. black_friday, product_launch

utm_term

The paid search keyword.

e.g. analytics software, web stats

utm_content

Differentiates ads or links in the same campaign.

e.g. banner_top, text_link

Short-form parameters

In addition to the standard UTM parameters, the tracker also picks up these common shorthand aliases:

ref

Shorthand referral source, commonly used in sharing links.

e.g. producthunt, hackernews

source

Alternative to utm_source for simpler URLs.

e.g. blog, partner

via

Social attribution shorthand.

e.g. twitter, linkedin

Example URLs

Copy these patterns and replace the values with your own:

Email campaign

text
1https://yoursite.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=march_promo

Paid search (Google Ads)

text
1https://yoursite.com/?utm_source=google&utm_medium=cpc&utm_campaign=brand&utm_term=analytics+tool

Social media post

text
1https://yoursite.com/blog/post?utm_source=twitter&utm_medium=social&utm_campaign=content

Referral / partner link

text
1https://yoursite.com/?ref=producthunt

Viewing UTM data in the dashboard

UTM data is surfaced in several places across your dashboard:

1.

Sources panel

Shows utm_source and referrer breakdown for all sessions

2.

UTM Campaigns tab

Dedicated view for utm_campaign, utm_medium, utm_term, and utm_content — grouped by campaign

3.

Filters & segments

Filter the entire dashboard by any UTM parameter to see how a specific campaign performed

Tips

✓

Use lowercase consistently

utm_source=Google and utm_source=google appear as two separate sources in the dashboard

✓

Avoid spaces — use underscores

Spaces get URL-encoded and can look messy. spring_sale is cleaner than spring%20sale

✓

Tag every external link to your site

Emails, social posts, ads, partner links — if you control the URL, add UTM tags

Next steps

Put your UTM data to work:

  • →Create Goals to measure conversions from specific campaigns
  • →Build Funnels to see the journey from campaign click to conversion
  • →Export UTM data as CSV for deeper analysis in a spreadsheet