Campaign tracking
Tag your links so you can tell which post, ad or creative actually brought listeners.
Why tag anything#
Without tags, traffic from six different places blurs into one number. With them, your traffic sources table tells you that Instagram stories brought 400 visits at a 60% click rate while the TikTok ad brought 2,000 at 12%, which changes where the next budget goes.
We already recognise the big platforms automatically from where a visitor arrived, so you get a reasonable picture without doing anything. Tagging is what separates your paid campaign from your organic post when both come from the same platform.
How to tag a link#
Add parameters to the end of your normal link. Everything after the question mark is the tag, and the page works exactly as it did.
| Parameter | Use it for |
|---|---|
| utm_source | Where the traffic is coming from: instagram, tiktok, newsletter, poster. |
| utm_campaign | Which push it belongs to: golden-hour, summer-tour. |
| utm_content | Which specific creative or placement: video-a, static-b, story-swipe. |
| utm_medium | Optional. The broad type: paid, organic, email. |
Where the tags show up#
| Panel | Shows |
|---|---|
| Traffic sources | Views, clicks and click rate per source. The table that answers "which channel actually converts". |
| Top campaigns | Views grouped by utm_campaign, for comparing pushes. |
| Ad creatives | Views grouped by utm_content. Only appears once you have tagged something with it. |
| Top referrers | Where people came from when there was no tag at all. |
Keep the names consistent#
instagram and Instagram and ig become three separate rows, which makes the table useless. Pick lower-case, no spaces, and write your conventions down somewhere. Hyphens beat underscores for readability.
★ Tag the destination, not the platform's own link