UTM Campaign Analytics

What Are UTM Parameters?

UTM parameters are tags you add to your URLs to track where traffic comes from. When someone clicks a link with UTM parameters, EuroMetrics automatically captures and categorizes the data.

For example:

https://yoursite.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale

This tells you the visitor came from your newsletter, via email, as part of your spring sale campaign.

The Five UTM Parameters

Viewing UTM Data

Navigate to UTM in the sidebar under Growth.

The UTM report automatically shows five panels, one for each parameter. Each panel displays:

• A table with all tracked values and their visitor counts
• A pie chart showing the distribution
• Percentages for each value

No configuration needed: EuroMetrics detects and categorizes UTM parameters automatically from incoming traffic.

Building UTM Links

You can build UTM-tagged URLs directly in EuroMetrics using the Campaign URL Builder tool:

1. Go to Tools in the sidebar
2. Open Campaign URL Builder
3. Enter your destination URL and fill in the UTM parameters
4. Copy the generated link

UTM Best Practices

• Be consistent. Use lowercase and hyphens: spring-sale, not Spring_Sale or SpringSale. Inconsistent naming creates duplicate entries in your reports.
• Always use source + medium + campaign. These three are the minimum for useful tracking. Content and term are optional.
• Name campaigns descriptively. Future you will thank present you when reading reports. 2026-q2-email-promo is much better than campaign1.
• Don’t UTM internal links. UTM parameters are for external traffic sources. Using them on internal links will overwrite the original source data.
• Document your naming conventions. Share a spreadsheet with your team so everyone tags links the same way.

Common UTM Templates

What’s Next?

• → Attribution Modeling: See which sources actually drive conversions
• → Revenue Tracking: Connect UTM data to revenue

Need help? Reach out to us at support@eurometrics.eu.