UTM or Urchin Traffic Monitor

These parameters attach UTM codes to the end of a web address to create a unique tracking code.

So, instead of running into roadblocks with your marketing campaigns, we suggest you implement UTM variables. UTM variables tell you where your customers are coming to your landing pages from — down to the specific ad, email, or other marketing asset you’re using to send traffic to the page.

When a user clicks on the link, the tags are sent back to Funnelytics, giving you insight on how many people are coming through your various traffic sources (which marketing asset the contact clicked on).

What do all the terms mean?

Website URL

This is the page you want your audience to land on.

Campaign Source

This is the channel you want to track. The term should match where you’re putting the link (for example: Email, Facebook, Instagram.) 

Campaign Medium

The campaign medium is what’s generating the traffic. The medium is where the link was shared (for example: social, CPC, banner ad, email, etc). This tells you how your traffic is coming to you.

Campaign Name

This is the internal unique identifier given to your campaign (for example: website launch, product video, sale, etc). The campaign name tells you why traffic is coming to you.

Campaign Term

The campaign term identifies keywords that are used in paid search.  
Campaign Name & Term are used when performing A/B testing. Both of these optional fields allow for more granular tracking.


 Don’t get too caught up on UTM source and medium, these are fields created to help you. Use them in whatever way keeps you organized.

Here's another article that will explain more about UTM parameters: https://neilpatel.com/blog/the-ultimate-guide-to-using-utm-parameters/

Did this answer your question?