How to track marketing campaigns with UTM tags
If you cannot tell which campaign brought a visitor, you cannot tell what works. This guide shows how to tag links with UTM parameters and read the results.
Why you should tag campaign links
Without tags, visits from newsletters, messaging apps or social posts often appear as direct or generic referral traffic. Tagging a link adds the campaign name, so your analytics can separate it.
Track a campaign in four steps
- Choose consistent names
Agree on lowercase names for sources, mediums and campaigns, for example newsletter, email and spring_sale. - Build the tagged link
Use our free UTM link builder to add the parameters. - Use the link everywhere in the campaign
Put it in the email, ad or post. - Read the results
Open the Campaigns report to see visits per campaign, and compare conversions.
A simple naming convention
| Parameter | Example values |
|---|---|
| utm_source | newsletter, google, linkedin, partner_name |
| utm_medium | email, cpc, social, referral |
| utm_campaign | spring_sale, product_launch_2026 |
| utm_content | header_button, footer_link (optional) |
UTM mistakes to avoid
- Using UTM tags on links inside your own site.
- Mixing uppercase and lowercase names.
- Putting personal data in the URL.
- Changing names mid-campaign.
Frequently asked questions
How do I track a marketing campaign?
Add UTM parameters to the links you use in the campaign, then check the campaign report in your analytics tool.
Does Noralytic support UTM tracking?
Yes. Noralytic reads the utm_campaign parameter and shows it in the Campaigns report, without cookies.
Can I track email campaigns without cookies?
Yes. Tag the links in your emails with UTM parameters and review visits and conversions per campaign.
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