UTM tags tell your analytics where a visitor came from. They only work if every link is tagged consistently — “Facebook”, “facebook” and “fb” show up as three different sources. Build clean links here.
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The five tags. utm_source is the site or platform, utm_medium is the kind of traffic, and utm_campaign is the campaign. utm_content and utm_term are optional, for telling ads or keywords apart. Pick one spelling for each value, write it down, and use lowercase with hyphens so nothing gets split by a stray capital letter or space.
Click IDs exist alongside UTMs. Google Ads auto-tagging adds a gclid to every ad click, and Meta adds an fbclid to clicks from Facebook and Instagram. Those IDs let each platform recognize its own clicks; UTMs are the plain-language labels everything else can read. Keep auto-tagging on and add UTMs as well — they don't conflict.
Campaign names are fragile. If a link says utm_campaign=spring-promo and somebody renames the campaign in the ad account, your reports split into two campaigns that are really one. Each platform can fill in its own ID instead, using dynamic URL parameters:
These go in the ad's tracking or URL-parameter settings, and the platform swaps in the real number at click time. Pick a platform above to see its macros and drop them into the builder.
How AuriaTrack does it. AuriaTrack derives its campaign codes from the ad platform's campaign IDs rather than campaign names, so renaming a campaign never breaks reporting. Our tracking script stores the UTMs and click IDs in first-party cookies and carries them through to the lead, so a closed job can be traced back to the campaign that started it. How attribution works →
Tagged links tell you where visitors came from. Book a demo and we'll show you how AuriaTrack follows them all the way to closed revenue, campaign by campaign.