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UTM Parameters Explained
UTM Parameters Explained

Learn how to use UTM parameters with your Perspective Funnel to track the effectiveness of your online marketing campaigns.

Marco Waldner avatar
Written by Marco Waldner
Updated over a week ago

What are UTM Tracking and Parameters?

UTM tracking is a way to help see what drives traffic to your funnels, from ad campaigns to all types of marketing content. It works by adding identifiers to the URLs you use.

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.

The UTM parameters you can add to your URLs

Here is an overview of the five standardized UTM parameters that we support:

  1. Campaign = The name of the overall campaign.

    Examples: Winter sale, name of a promo code, a date, etc.
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  2. 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.
    ​

  3. Medium = The general channel and category of the source.
    ​Examples: email, organic search, CPC, etc.

  4. Content = What the person clicks on, anything that has a URL.
    ​Examples: A specific button, image, link, etc.
    ​

  5. 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:

How do UTM parameters in Perspective work?

Perspective Funnels recognize UTM parameters and store them in the lead's contact profile (go to Funnel --> Analytics-> Contacts).

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Any UTM parameter passed with the prefix perspective_ will also be passed into our system (but without perspective_).

UTM parameters can also be displayed in your lead notification emails. Moreover, this allows you to pass the data on to other places via Zapier.

Where to add UTM parameters?

You can add UTM parameters to any URL you use. Here's a free URL generator that makes URL building a breeze.

Most ads platforms you use (Meta, Google) provide 'dynamic' UTM parameters. Meaning, when you create an ad and add the URL, you can choose one of their pre-fill options, make your own, or let the ads platform automate some parameters.

For example, when you run Meta ads to a Perspective Funnel, Meta automatically ads the name of your adset as a UTM Parameter to your Funnel URL when a visitor comes through a specific ad.

How to troubleshoot UTM parameters?

Check your ads setup. Most issues happen there. Note that issues could also be due to a situation where a visitor left the funnel open on their browser for too long and finally completed the form.

What if I don't see anything under "UTM Campaign" in a contact's lead profile in the Analytics section of Perspective?

Because parameters are dynamic on most ad platforms, they are not always streamlined. For example, if the UTM parameters shown in the contact area contain the '%' symbol, it's likely because the adset has spaces between words. Since URLs don't support spaces, they replace them with '%'.

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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Find additional information on the following topics in our Help Center:

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