UTM Parameters

TL;DR: You create reusable UTM templates with pre-filled values for utm_source, utm_medium, utm_campaign, utm_term, and utm_content. Apply a template to any link and the parameters are appended automatically to the destination URL for Google Analytics attribution.

Track campaigns and attribute traffic with UTM parameters on your links.

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags appended to URLs to track marketing campaigns in analytics tools like Google Analytics. Link Manager Pro lets you manage UTM parameters at the link level, apply reusable templates, and set global parameters across all links.

UTM Parameter Types

Parameter	Description	Example
utm_source	Where traffic comes from	google, newsletter, twitter
utm_medium	Marketing medium	cpc, email, social
utm_campaign	Specific campaign name	spring_sale, product_launch
utm_term	Search terms (for PPC)	running+shoes
utm_content	Specific content variant	sidebar_link, button_a

Common Values Quick Reference

Parameter	Common Values
utm_source	google, facebook, twitter, newsletter, partner-site
utm_medium	cpc, social, email, referral, banner
utm_campaign	Your campaign slug — e.g., spring-sale-2026, product-launch-q2
utm_term	Search keywords — e.g., running+shoes, best+crm, free+trial
utm_content	Placement or variant identifier — e.g., header-link, footer-cta, sidebar-banner

URL Structure

A destination URL with UTM parameters:

https://example.com/product?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale

When a visitor clicks a masked link, Link Manager Pro appends the configured UTM parameters to the destination URL before redirecting.

Per-Link UTM Parameters

Each link has its own UTM parameter fields:

1. Edit a link in Link Manager Pro → Pretty Links.
2. Find the UTM Campaign Parameters section.
3. Fill in the fields: source, medium, campaign, term, content.
4. Save the link.

These values are appended to the destination URL when the redirect happens.

UTM Templates

UTM templates are reusable parameter sets that save you from typing the same values repeatedly.

What a Template Contains

Each template stores: name, utm_source, utm_medium, utm_campaign, utm_term, and utm_content.

Saving a Template

You save a UTM template directly from the link or affiliate editor:

1. Open a link in Link Manager Pro → Pretty Links (or open an affiliate in Affiliates).
2. Fill in the UTM parameter fields with the values you want to reuse.
3. Click Save as Template.
4. Enter a descriptive name (e.g., "Newsletter Q1 2025") in the prompt.
5. The template is now available for future use.

Loading a Template

When you create or edit a link (or affiliate):

1. Open the UTM Campaign Parameters section on the editor.
2. Click Load template and select a template from the list.
3. The template values populate the UTM fields.
4. Adjust any values if needed for this specific link.
5. Save the link.

Template Behavior

Loading a template fills in the UTM fields on the current form. The values are stored on the link itself, so deleting a template later does not affect links that already have those UTM values.

Template names must be unique. If you try to save a template with the same name as an existing one, you see an error.

Global UTM Injection

Add parameters that apply to every link redirect.

1. Go to Link Manager Pro → Settings → Tracking.
2. Find Global UTM Injection.
3. Enter key-value pairs in query string format:

utm_source=link-manager-pro&utm_medium=proxy

4. Click Save Changes.

Global parameters are appended to all link redirects, giving you consistent attribution across every link without configuring each one individually.

Forwarding Query Parameters

Enable the Forward URL Parameters option on any individual link to pass query parameters from the masked redirect URL through to the destination.

Example: A visitor clicks:

yoursite.com/go/product?ref=email

With forward parameters enabled, the destination receives:

https://destination.com/product?ref=email

This is useful for passing referral codes, coupon parameters, or tracking IDs that originate from external sources.

Affiliate UTM Parameters

When a link redirects to a URL that matches a registered affiliate's domain, the affiliate's UTM parameters are also applied to the redirect URL.

You configure affiliate UTM parameters when creating or editing an affiliate in Link Manager Pro → Affiliates. The same five UTM fields (source, medium, campaign, term, content) are available on the affiliate form.

Affiliate UTMs only apply when the destination domain matches the affiliate's registered domain.

Parameter Priority

When multiple sources provide UTM parameters with the same key, later values override earlier ones. Link Manager Pro applies parameters in this order:

1. Global UTM Injection — applied first (lowest priority)
2. Per-link UTM parameters — override global values for the same keys
3. Affiliate UTM parameters — override per-link values for the same keys (only when the destination matches the affiliate domain)
4. Forwarded query parameters — override everything for the same keys (highest priority, only when Forward URL Parameters is enabled)

Parameters from different sources with different keys are all included. The priority only matters when two sources set the same key.

Example: A link has utm_source=newsletter and the global injection sets utm_source=link-manager-pro. The per-link value newsletter wins because per-link UTMs are applied after global ones.

Campaign Integration

Links with utm_campaign values feed into the Campaigns feature in Link Manager Pro.

• Virtual campaigns are auto-detected from link and affiliate UTM data.
• You can view campaign-level performance without creating campaigns manually.

See Campaigns for full campaign management.

Best Practices

Use Consistent Naming

Good	Bad
newsletter	nl, news, email-blast
spring_sale	Spring Sale, springsale, sale-2024
sidebar	side-bar, sb, left-nav

Parameter Values

utm_source (where):

• google, facebook, twitter, linkedin
• newsletter, email, rss
• website, mobile_app

utm_medium (how):

• cpc (cost per click)
• email (email marketing)
• social (social media)
• organic (organic search)
• referral (referral traffic)

utm_campaign (which):

• spring_sale_2025
• product_launch_q1
• black_friday
• webinar_march

Case Sensitivity

• Use lowercase for consistency.
• Avoid spaces — use underscores or hyphens.
• Keep names short but descriptive.

Campaign Examples

Email Newsletter:

utm_source=newsletter&utm_medium=email&utm_campaign=march_2025

Social Media Post:

utm_source=twitter&utm_medium=social&utm_campaign=product_launch

Sidebar Banner:

utm_source=website&utm_medium=banner&utm_campaign=sidebar_promo

A/B Testing

Use utm_content to track variations:

Version A: utm_content=blue_button
Version B: utm_content=red_button
Version C: utm_content=text_link

Viewing UTM Data

In Google Analytics

1. Open Reports → Acquisition → Traffic acquisition.
2. Change the primary dimension to Session campaign (or Session source, Session medium).
3. Compare performance across campaigns.

In Link Manager Pro

Link Manager Pro tracks clicks. Combine click data with UTM data from Google Analytics to see:

• Which campaigns drive the most clicks
• Conversion rates by campaign
• ROI on marketing efforts

URL Builders

Use online tools to build UTM URLs:

• Google Analytics Campaign URL Builder
• UTM.io
• Terminus UTM Builder

Tips

• Test URLs — after creating a link, click it to verify the redirect and parameters work.
• Document parameters — keep a spreadsheet or use UTM templates for your naming conventions.
• Be consistent — use the same naming across all campaigns.
• Don't over-tag — only tag what you plan to analyze.
• Use templates — save time and reduce typos by loading UTM templates instead of typing values manually.

Troubleshooting

Parameters Not Showing in Analytics

Possible causes:

• Parameters not formatted correctly
• Analytics tool not configured to read UTM parameters
• URL encoded incorrectly

Solutions:

• Verify parameter syntax: parameter=value
• Check your analytics configuration
• Use a URL builder tool to avoid formatting errors

Broken Links After Adding Parameters

Problem: URL does not work with parameters added.

Solutions:

• Test the destination URL without parameters first.
• Check for special characters and encode them.
• Verify parameter placement — parameters go after ? and are separated by &.

Forwarded Parameters Conflicting

Problem: Forward URL Parameters passes a query parameter that conflicts with a per-link UTM value.

Solution: Forwarded parameters take precedence because they are applied last. If you need the per-link UTM value to win, disable Forward URL Parameters on that link, or ensure the incoming URL does not carry conflicting query parameters.

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Step-by-step guide: How to Add UTM Parameters to WordPress Links