Purpose of UTM Parameters
UTM parameters are a means for tracking the effectiveness of marketing that sends users to our app, helping us understand which campaigns drive the most value. Only by consistently using UTMs can we optimize marketing language/narrative, understand our own most effective value props, and learn about our room for growth.
Each UTM parameter serves a specific purpose in tracking. Here are the conventions to follow:
Source (utm_source): Indicates who provided the link.
Example: The partner’s name, like utm_source=partner-name.
Note: If the link is copied from within the quote widget embedded on a partner’s platform, set the source to authentic.
Medium (utm_medium): Indicates where the link is placed.
Example Values: email, quote-page, widget-modal, app, banner, sms, onboarding.
Use descriptive values that specify where the link was located within the partner’s platform.
Campaign (utm_campaign): Indicates why the content was created or its broader purpose.
Example Values: gtm_start, ga-rollout, renewal-targetting, instant-estimate-rollout
Use values that link back to specific GTM initiatives or product rollouts.
Content (utm_content): Describes what the specific content is.
Example: A brief description of the specific content, along with any identifiers. For example, mloc-launch1 ,fitness-customer-story ,get-refunded for multi-location launches.
Use values that provide granular tracking for each piece of content.
Below are examples of UTM-tagged URLs to show how these conventions apply:
General Launch Email Campaigns -> Application Funnel
Email Campaign -> Instant Estimates
In-app Banner -> Manage Policy
More Resources on UTMs
