UTM parameters

Track where your traffic comes from and measure campaign performance.

What are UTM parameters?

UTM (Urchin Tracking Module) parameters are tags you add to URLs to track the effectiveness of marketing campaigns. When someone clicks a link with UTM parameters, Glyphex captures these values and attributes the visit to that campaign.

UTM parameter types

There are five standard UTM parameters:

Parameter	Purpose	Example
utm_source	Identifies the traffic source	newsletter, google, twitter
utm_medium	Identifies the marketing medium	email, cpc, social
utm_campaign	Identifies the specific campaign	spring_sale, product_launch
utm_term	Identifies paid search keywords	analytics, privacy
utm_content	Differentiates similar content or links	header_link, footer_cta

Note: Glyphex currently tracks and displays utm_source in the dashboard. All parameters are stored and available for advanced analysis.

Building UTM URLs

Add UTM parameters to any URL by appending them as query strings:

https://example.com/pricing
  ?utm_source=newsletter
  &utm_medium=email
  &utm_campaign=january_promo

Best practices

Use lowercase for consistency (utm_source=Newsletter vs newsletter)
Use underscores instead of spaces (spring_sale not spring sale)
Be specific but concise (q1_email_promo not quarterly-first-email-promotional-campaign)
Create a naming convention and document it for your team
Don't use UTM parameters for internal links on your own site

Common use cases

Email newsletters

?utm_source=newsletter&utm_medium=email&utm_campaign=weekly_digest

Social media posts

?utm_source=twitter&utm_medium=social&utm_campaign=product_launch

Paid advertising

?utm_source=google&utm_medium=cpc&utm_campaign=brand_search&utm_term=analytics

Partner referrals

?utm_source=partner_name&utm_medium=referral&utm_campaign=affiliate

Viewing UTM data in Glyphex

UTM data appears in multiple places in your dashboard:

Sources section

Select "UTM" from the dropdown in the Sources card to see traffic grouped by utm_source. Click any source to filter the entire dashboard by that campaign.

Dashboard filters

Use the UTM source filter dropdown to focus on traffic from a specific campaign. All metrics update to show only visitors from that source.

URL sharing

Filter by UTM source and share the URL with your team. The filter persists in the URL.

Tips for campaign tracking

Create a UTM spreadsheet

Keep a shared document with your team listing all active campaigns and their UTM values. This prevents inconsistent naming and makes analysis easier.

Use URL shorteners

Long URLs with UTM parameters can look unwieldy. Use a URL shortener for social posts and other public-facing links.

Test before launching

Click your tagged links and verify they appear in Glyphex before sending campaigns. A typo in a UTM parameter can make your data harder to analyze.

Combine with goals

Set up goals to track conversions. Then filter by UTM source to see which campaigns drive the most conversions.