UTM Parameters and Tracking

UTM parameters help you track the performance of your marketing campaigns with precision. By adding UTM tags to your links, you can see exactly where your traffic comes from — whether it's an email campaign, social media post, paid ad, influencer collaboration, or partner referral.

Linkkit automatically captures UTM parameters attached to your links and organizes the data inside your analytics dashboard, helping you measure ROI and optimize campaign performance.

This guide explains what UTM parameters are, how Linkkit tracks them, how to add them, and how to analyse UTM performance effectively.

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL to identify traffic sources and campaign details.

Common UTM Parameters

Example URL with UTM tags

https://uselinkkit.com/?utm_source=twitter&utm_medium=social&utm_campaign=summer_sale

When this link is clicked, Linkkit captures the UTM values and attributes the click accordingly.

How Linkkit Tracks UTM Parameters

When someone clicks a Linkkit link that contains UTM parameters:

• Linkkit detects and captures all UTM values

• Each parameter is stored as part of click metadata

• Analytics reports group performance by source, medium, and campaign

• You can filter and compare traffic by UTM fields

Tracking works automatically — no additional setup is required beyond adding UTM parameters to your links.

Adding UTM Parameters to Links

You can add UTM parameters manually or apply a saved template when creating a link.

Option 1: Add UTM Parameters Manually

1. Go to Links in your dashboard

2. Click Create New Link or edit an existing link

3. Expand the UTM Parameters section

4. Enter Source, Medium, Campaign, Term, or Content

5. Save the link

Linkkit automatically formats and appends the parameters to your destination URL.

Option 2: Use UTM Templates (Recommended)

To save time and ensure consistency, you can create reusable templates.

To create a template:

1. Go to Library → UTM Templates

2. Click + Create Template

3. Enter predefined UTM values

4. Save the template

When creating a new link, simply select a saved template, and the fields will auto-fill automatically.

Templates help teams maintain consistent naming conventions across campaigns.

Where to View UTM Analytics

To analyse UTM performance:

1. Log in to your Linkkit dashboard

2. Navigate to Analytics

3. Select a link or campaign

4. Open the UTM Parameters section

You’ll see performance breakdowns by source, medium, campaign, and other UTM values.

UTM Metrics You Can Analyse

UTM Source

Identifies traffic origin, such as:

• Newsletter

• Facebook

• Instagram

• LinkedIn

• Partner sites

Helps determine which platforms drive the most engagement.

UTM Medium

Shows how users arrived:

• email

• social

• cpc

• referral

Useful for comparing marketing channel performance.

UTM Campaign

Group clicks by campaign name:

• Summer Sale

• Black Friday

• Product Launch

• Webinar Promo

Allows full campaign-level ROI tracking.

UTM Term & Content

• utm_term tracks paid keywords

• utm_content differentiates creatives or A/B test variations

These fields provide granular performance insights.

Tips for Using UTM Parameters

Use Consistent Naming

Stick to lowercase and standardised naming:

• Use email, not Email or eml

• Use facebook, not fb

Consistency ensures clean reports.

Standardise Campaign Names

Use the same utm_campaign value across platforms to consolidate analytics data.

Shorten with Linkkit

Even when using long UTM URLs, create a clean short link in Linkkit for better sharing and tracking.

Example UTM Tracking Use Cases

Exporting UTM Reports

You can export UTM analytics in CSV format for:

• Marketing reports

• Client presentations

• Internal analysis

• Long-term performance tracking

Exports include UTM breakdowns, click counts, and timestamps.

Summary

UTM parameter tracking in Linkkit gives you complete visibility into where your traffic comes from and how your campaigns perform. By combining manual tagging, reusable UTM Templates, and detailed analytics filtering, you can track attribution accurately, optimize marketing spend, and scale successful campaigns with confidence.