UTM parameters are powerful tracking tools that help you monitor the effectiveness of your marketing campaigns. Uscreen extracts these parameters from web sessions and stores them in your customer database, allowing you to identify which marketing channels drive the most subscriptions and revenue.
What are UTM Parameters?
UTM parameters are additional strings added to URLs that specify where your traffic is coming from.
Sample URL:
https://yourdomain.com/?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale&utm_term=discount&utm_content=banner
Sample Data:
📝 NOTE: UTM parameters are case-sensitive. Using consistent naming conventions (preferably lowercase) will ensure accurate tracking.
Supported Parameters
Uscreen tracks the following UTM parameters:
utm_source | Identifies the source of your traffic (e.g., Google, newsletter, Instagram) |
utm_medium | Indicates the marketing medium (e.g., cpc, email, social) |
utm_campaign | Names your specific campaign (e.g., summer_sale, product_launch) |
utm_term | Tracks keywords for paid search campaigns |
utm_content | Differentiates similar content or links within the same ad |
referrer | The web page where the visitor came from |
Tracking Mechanism
When a user clicks a link with UTM parameters, this information is saved in a session cookie.
If the user subscribes during that session, Uscreen records the UTM data in the database.
This information is then included in your customer CSV export.
🔗 Learn more about Essential Cookies at Uscreen
💡 TIP: UTM parameters are stored in the database only once, during initial account creation. Subsequent visits with different UTM parameters will not update the stored values.
Accessing UTM Data
To view UTM data for your subscribers:
Navigate to People
Apply any desired filters (optional)
Click Export CSV
Choose People Table
Download the file from the Exported Files section in Settings
The CSV file will contain separate columns for each UTM parameter.
🔗 Learn more about Exporting the Customers Report
📝 NOTE: While UTM parameters work fully on your Uscreen web platform, these are not passed to in-app purchases.
For comprehensive app install and purchase tracking, you'll need to use the analytics tools provided by the app stores themselves or implement specialized mobile attribution platforms.
🔗 Learn more about App Analytics
Advanced Analytics Integration
For customers with Advanced Analytics, UTM data is available in custom reports that show:
Attribution by source
Conversion rates by campaign
Revenue generated per marketing channel
ℹ️ NOTE: Advanced Analytics provides more sophisticated UTM reporting capabilities, including custom dashboards and automated delivery options.
Contact your Customer Success Manager to learn more about these advanced reporting options.
🔗 Learn more about Advanced Analytics
Best Practices
Use consistent naming conventions
Keep your UTM parameters lowercase and consistent across campaigns.
Test your links
Always verify your UTM-tagged links before launching campaigns.
Use Google Tag Manager
For more advanced tracking, integrate with Google Tag Manager.
Create a tracking plan
Document your UTM naming conventions to maintain consistency across campaigns.
Avoid spaces
Use underscores or hyphens instead of spaces in your parameter values.
URL Formatting Guidelines
Use only one question mark (?) to start the query string
Use ampersands (&) to separate multiple parameters
Avoid using a second question mark in the URL
✔️ Correct format
https://yourdomain.com/?utm_source=source&utm_medium=medium&utm_campaign=campaign
✖️ Incorrect format
https://yourdomain.com/?utm_source=source?utm_medium=medium?utm_campaign=campaign
Troubleshooting Common Issues
Missing UTM data
UTM parameters are stored in session cookies that expire when the user ends their web session.
If a user returns later without using the UTM-tagged link, the parameters won't be captured.
URL formatting errors
If there are typos in the URL keys or improper formatting, the information may be lost.
URL shorteners
When using URL shorteners, ensure they correctly pass UTM parameters to the destination URL.
Ad blockers and VPNs
Users with privacy tools may prevent proper UTM tracking.
📝 NOTE: If you're using URL shorteners, always test the final destination URL to ensure UTM parameters are being passed correctly.
Integration with Other Tools
UTM data can be leveraged with other Uscreen features and integrations:
Google Analytics
For comprehensive traffic analysis
🔗 Learn more about Google Analytics Integration
Google Tag Manager
For advanced event tracking
🔗 Learn more about Google Tag Manager Integration
Meta Pixel
For optimizing ad campaigns
🔗 Learn more about Meta (Facebook) Pixel Integration
Email marketing platforms
For tracking email campaign performance
🔗 Learn more about Email Marketing
FAQs
Are UTM parameters overwritten if new ones come in?
Are UTM parameters overwritten if new ones come in?
No. UTM parameters are stored in the database only once, during initial account creation. Subsequent visits with different UTM parameters will not update the stored values.
Can I see UTM data directly in the Uscreen dashboard?
Can I see UTM data directly in the Uscreen dashboard?
Currently, UTM data is only available through CSV exports. For more advanced visualization, consider upgrading to Advanced Analytics.
How can I track trials by UTM source?
How can I track trials by UTM source?
When you export customer data from the People tab, you can filter by "Leads" in the CSV to see trial starts with their UTM sources.
Does Uscreen pass UTM data to Zapier?
Does Uscreen pass UTM data to Zapier?
Currently, UTM parameters are not directly available in the Zapier "New User" trigger. You may need to use Uscreen's API or webhooks to capture this data if you have the technical capability. Alternatively, you can export customer data with UTM information via CSV and then import that data into your desired systems.
How can I test if my UTM tracking is working?
How can I test if my UTM tracking is working?
Create a test user, use a URL with UTM parameters to start a web session, and then check your customer data to verify if the UTM parameters were recorded correctly.