UTM parameters are short tags you add to the end of a URL to tell your analytics platform where traffic is coming from. When someone clicks a Deeto link that has UTM parameters, your analytics tool (such as Google Analytics) records the source, medium, and campaign — giving you a clear picture of what’s working. This guide explains what UTM parameters are, how to add them to your Deeto links, and best practices for keeping your data clean and consistent.Documentation Index
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What are UTM parameters?
UTM stands for Urchin Tracking Module. They’re snippets of text appended to a URL that pass information to your analytics platform about how a visitor arrived. There are five parameters:| Parameter | What it tracks | Example value |
|---|---|---|
utm_source | Which site or platform sent the traffic | newsletter, linkedin, google |
utm_medium | The type of channel used | email, social, cpc |
utm_campaign | The specific campaign or promotion | q3_advocate_drive, renewal_push |
utm_content | Differentiates links within the same campaign | logo_link, text_link, banner |
utm_term | Search terms used (paid search only) | customer+reference+software |
How to build a UTM link
Start with your base URL and add parameters at the end using a? followed by each parameter separated by &.
Base URL:
Step-by-step
Start with your Deeto link
Copy the URL of the Deeto microsite, campaign invitation, or contribution page you want to track.
Add your first parameter
Add
utm_source= followed by the name of the source. Example: ?utm_source=linkedinAdd additional parameters
Separate each additional parameter with
&. Example: ?utm_source=linkedin&utm_medium=social&utm_campaign=q3_launchBest practices
Use consistent naming. Decide on a naming convention and stick to it across all campaigns.utm_source=LinkedIn and utm_source=linkedin are recorded as two different sources in most analytics tools.
Use lowercase throughout. Most analytics platforms are case-sensitive. Always use lowercase to avoid fragmented data.
Use underscores or hyphens instead of spaces. Spaces in URLs cause errors. Write summer_campaign not summer campaign.
Only include parameters you’ll actually use. Adding utm_term when you’re not running paid search campaigns just creates clutter. Keep URLs concise and purposeful.
Document your conventions. Keep a shared spreadsheet with your team listing approved values for each parameter. This prevents inconsistencies when multiple people are creating links.
Common Deeto use cases
| Scenario | utm_source | utm_medium | utm_campaign |
|---|---|---|---|
| Sending campaign via email | deeto | email | advocate_invite_q3 |
| Sharing microsite on LinkedIn | linkedin | social | enterprise_references |
| Including link in a newsletter | newsletter | email | customer_stories_june |
| Slack announcement to CSMs | slack | internal | csm_reference_push |
| HubSpot workflow enrollment | hubspot | workflow | renewal_advocacy |