UTM parameters are small pieces of information added to a URL (web address). They help you track exactly where your funnel visitors are coming from and which ad is performing best.
UTM parameters is a code snippet that gets added to your funnel URL so you can see the source of your visitors down to where they came from (campaign, channel, website), what type of content they clicked on, and which term they used to access a page.
This is what a URL with UTM parameters looks like:
A regular URL without UTM parameters:
With UTM parameters:
These UTM parameters can be added:
Here is an overview of the five standardized UTM parameters that we support:
Campaign = The name of the overall campaign.
Examples: Winter sale, name of a promo code, a date, etc.
Source = Which website the visitor comes from. This could be a social website, search engine, paid or sponsored posts, and other websites.
Examples: Instagram, Google, Facebook ad, your own site, etc.
Medium = The general channel and category of the source.
Examples: email, organic search, CPC, etc.Content = What the person clicks on, anything that has a URL.
Examples: A specific button, image, link, etc.
Term = Paid keywords you are targeting with a specific ads campaign.
In addition we support the so-called "Click Identifier" UTM, which differs depending on the platform:
Facebook Click Identifier - "Fbclid" - supporting source
TikTok Click Identifier - TTCLID - supporting source
Microsoft Click Identifier - MSCLKID - supporting source
Google Click identifier - GCLID - supporting source
How to use UTM parameters effectively:
Option 1: Generate a Parameter Link (Best for organic traffic or Google Ads)
You can add UTM parameters to any URL you use. Here's a free URL generator that makes URL building a breeze.
Most ad platforms (Meta, Google) also offer "dynamic" UTM parameters. This means when you create an ad and add the URL, you can select one of the pre-made options, create your own parameters, or let the platform generate parameters automatically.
Option 2: Add Parameters Directly (Best for Meta Ads)
If you are running Meta ads for a Perspective Funnel, for example, Meta will automatically add the ID of your ad set as a UTM parameter in the funnel URL when a visitor clicks through a specific ad. For easier tracking, you can manually define parameters for your ads within Meta:
Open Ad Manager: Click here, go to the ad level, navigate to the Website URL section, and click “Create URL Parameters.”
Configure the parameters exactly as shown and then click "Apply."
Important: Always select ".name" in the setup, NOT ".id" — otherwise, you'll only get a string of numbers instead of clear names.
Done! From now on, you’ll be able to see exactly through which channel your lead signed up (e.g., Instagram Story, Campaign 3, Ad Set Broad, Video 2).
💡 Pro Tip: When using UTM tracking, make sure your ad/ad set/campaign names are very specific so that you can still trace back later which ad brought in the lead. Example: "Ad New 2" is bad. "Ad Image - Dog with Hat" is much clearer. The same applies to the campaign and ad set levels.
You can find more information on creating a successful campaign structure here: How to Create Successful Meta Ads
Using UTMs and Variables for Personalization in your funnel:
Learn how to pass UTM parameters and predefined variables through your funnel to an external URL or enhance user experience by inserting the data into later funnel steps or emails.
💡 Note: You can also use UTM parameters to personalize your funnel content and tailor the experience to your visitors. Find out more about that in this article.
Note 💡
You can also use UTM parameters for personalization to adapt your funnel content individually to your visitors. Check out this article to learn more.
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