Tracking Marketing (UTM Params)
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.
UTM Parameter Conventions
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.
Example UTM Links
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
Embedded Widget UTM Parameters
Partners can add UTM parameters directly to the embedded widget. We strongly recommend this in order to evaluate widget performance. More information can be found .
