Understanding Document Referrer & UTM Parameters in Knock2

Overview

Marketers can now see exactly where your leads are coming from.
In addition to Document Referrer, Knock2 now automatically captures all five standard UTM parameters — giving you full visibility into the campaigns driving traffic and conversions.

These data points are visible right inside your Contacts tab, and can be used for filtering, sorting, and routing leads to any of your connected outputs (Slack, HubSpot, Salesforce, etc.).

🧭 What’s Included

Knock2 now supports:

Parameter	Description
Document Referrer	The original URL or page that referred the visitor to your website. Example: a blog post, partner site, or landing page.
UTM Source	Identifies where the traffic came from (e.g., Google, LinkedIn, newsletter).
UTM Medium	Describes the marketing channel (e.g., CPC, email, social).
UTM Campaign	Names the campaign that brought the visitor in (e.g., `q4_product_launch`).
UTM Term	Tracks specific keywords or search terms.
UTM Content	Differentiates versions of an ad or creative (e.g., `video_ad_a` vs `banner_b`).

⚙️ How It Works

When a visitor lands on your site with UTM parameters or a referring document, Knock2 automatically:

Captures the Document Referrer and all available UTM values from the URL.
Saves them to the visitor record inside the Contacts tab.
Lets you filter, sort, or build custom filters using these fields.
Enables lead routing or campaign attribution based on your conditions.

Example use cases:

Route all leads from utm_source = LinkedIn directly to your sales Slack channel.
Filter contacts from utm_campaign = webinar_q1 to analyze conversion performance.
Sort by document_referrer to see which partner blogs or landing pages drive the most qualified traffic.

💡 Pro Tip

Combine UTM filters with Knock2’s Lead Scoring or ICP filters to see which campaigns are not only driving clicks — but driving your best-fit leads.

📈 Why It Matters

With UTM and referrer tracking built directly into your Knock2 workflow, marketers can:

Identify which campaigns bring the highest-quality visitors.
Prove ROI on paid and organic traffic.
Automatically route hot inbound traffic to your sales team — in real time.

🧩 Next Steps

Go to the Contacts tab.
Add columns for Document Referrer, UTM Source, Medium, Campaign, Term, and Content.
Try building a Custom Filter using one or more parameters.
Use the results to route leads or measure campaign performance.