> ## Documentation Index
> Fetch the complete documentation index at: https://knowledge.deeto.com/llms.txt
> Use this file to discover all available pages before exploring further.

# UTM Parameters Guide

> How to add UTM tracking parameters to your Deeto campaign links so you can measure which channels, campaigns, and content drive the most engagement and referrals.

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.

***

## 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`       |

<Tip>
  For most Deeto campaigns, you'll only need `utm_source`, `utm_medium`, and `utm_campaign`. The other two are optional and used for more granular tracking.
</Tip>

***

## 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:**

```
https://your-microsite.deeto.ai/
```

**With UTM parameters:**

```
https://your-microsite.deeto.ai/?utm_source=newsletter&utm_medium=email&utm_campaign=q3_advocate_drive
```

**Full example with all five parameters:**

```
https://your-microsite.deeto.ai/?utm_source=newsletter&utm_medium=email&utm_campaign=q3_advocate_drive&utm_content=logo_link&utm_term=customer+advocacy
```

***

## Step-by-step

<Steps>
  <Step title="Start with your Deeto link">
    Copy the URL of the Deeto microsite, campaign invitation, or contribution page you want to track.
  </Step>

  <Step title="Add a question mark">
    After the base URL, add `?` — this signals the start of the parameters.
  </Step>

  <Step title="Add your first parameter">
    Add `utm_source=` followed by the name of the source. Example: `?utm_source=linkedin`
  </Step>

  <Step title="Add additional parameters">
    Separate each additional parameter with `&`. Example: `?utm_source=linkedin&utm_medium=social&utm_campaign=q3_launch`
  </Step>

  <Step title="Test your link">
    Paste the full URL into a browser to confirm the page loads correctly, then check your analytics platform to verify the parameters are being recorded.
  </Step>
</Steps>

***

## Best 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`      |

***

## Support

Contact your Deeto Customer Success Manager or email [support@deeto.ai](mailto:support@deeto.ai).