UTM

UTM (Urchin Tracking Module) is a tagging system added to URLs to track traffic sources and measure the effectiveness of marketing campaigns.

The analytics script collects unique values of UTM query parameters from the URL. It does not support multiple values for the same parameter (arrays). If a parameter appears more than once in the URL, only the first occurrence of the first parameter is taken.

Tracking Behavior

UTM parameters are only captured on the first pageview of a session.
If a user visits your site without UTMs and adds them later, those parameters will not be tracked.

Correct flow:
User lands with UTM parameters → Session starts → All events are tagged with UTM data

Incorrect flow:
User browses the site → Adds UTM parameters → UTM parameters are ignored

Supported Parameters

• utm_campaign - Campaign name
• utm_source - Traffic source (google, facebook, etc.)
• utm_medium - Marketing medium (cpc, email, social)
• utm_content - Ad content for A/B testing
• utm_term - Search keywords