Urchin Tracking Module (UTM) parameters can be used to track the deep links that users interact with. We encourage partners to use these parameters so that they can better measure the effectiveness of campaigns and touch points.

We currently support a total of five UTM query parameters:

Parameter Required? Purpose
utm_campaign Yes The specific campaign or promotion.
utm_medium Yes The deep link medium (such as email, web, etc).
utm_source Yes The touch point.
utm_content No The type of content for the deep link, such as a banner or text. This parameter can also be used for A/B testing and content-targeted ads.
utm_term No The campaign key words. Mainly used for paid marketing.

In the example below, we are tracking users who followed a smart phone banner as part of a London campaign:


At this time, parameters are saved into our own Google Analytics account. Partners are given limited access to view their results.

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