Documentation menu: UTM tracking
UTM campaign tracking
Track your marketing campaigns with UTM parameters and see exactly which channels drive the most valuable traffic and conversions.
Setup time
No setup needed
Difficulty
Easy
Value
Sales traced to each source
What are UTM parameters?
UTM parameters are special tags you add to your URLs to track the effectiveness of your marketing campaigns. When someone clicks a link with UTM parameters, theBizness.ai automatically captures and attributes their actions to the specific campaign.
Campaign data is used for attribution for up to 30 days. After that the script ignores it, and it stays in the browser until it is replaced or cleared. Safari (macOS and iOS) and Brave cap cookies written by JavaScript at about 7 days, and Safari also clears localStorage after 7 days without a visit. Visitors who return later in those browsers can show as new visitors, and the proxy setup does not lift this.
A sale is credited to the source the visitor most recently arrived with in the 30 days before the sale. A visit that has no source of its own (reported as direct) never replaces a real source, including when the visitor is shared across subdomains with data-cookie-domain. See the revenue attribution guide for the details.
utm_source
Where the traffic comes from (google, facebook, newsletter)
utm_medium
The marketing medium (email, social, cpc, banner)
utm_campaign
The specific campaign name (summer_sale, product_launch)
utm_term
Keywords for paid search (optional)
utm_content
Specific content or ad variation (optional)
Automatic
No code needed. The script captures them on its own.
Campaign examples
Email newsletter campaign
newsletter
summer_sale
discount
header_cta
Full URL:
https://yourdomain.com?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale&utm_term=discount&utm_content=header_ctaUse cases
- • Track which email campaigns drive the most conversions
- • Compare performance of different CTAs (header vs footer)
- • Measure revenue attributed to email marketing
Paid search campaign
cpc
brand_keywords
business_analytics
ad_group_1
Full URL:
https://yourdomain.com?utm_source=google&utm_medium=cpc&utm_campaign=brand_keywords&utm_term=business_analytics&utm_content=ad_group_1Use cases
- • Track keyword-level performance and conversions
- • Compare different ad groups and campaigns
- • Optimize ad spend based on actual revenue data
Naming conventions and best practices
Email Campaigns:
✅ utm_source=newsletter
✅ utm_medium=email
✅ utm_campaign=summer_sale_2024
✅ utm_content=header_cta
Social Media:
✅ utm_source=facebook
✅ utm_medium=social
✅ utm_campaign=product_launch
✅ utm_content=video_ad_1
Paid Search:
✅ utm_source=google
✅ utm_medium=cpc
✅ utm_campaign=brand_keywords
✅ utm_term=business_analytics
✅ utm_content=ad_group_1
Content Marketing:
✅ utm_source=blog
✅ utm_medium=content
✅ utm_campaign=thought_leadership
✅ utm_content=analytics_guide
❌ Avoid:
- Inconsistent casing (Facebook vs facebook)
- Spaces (use underscores or hyphens)
- Special characters
- Too generic terms (campaign1, test)Best practices
- • Use lowercase consistently (pageview UTM values are stored in lowercase)
- • Replace spaces with underscores
- • Keep names descriptive but concise
- • Use consistent naming across teams
- • Include dates for time-based campaigns
Common mistakes
- • Inconsistent capitalization
- • Using spaces instead of underscores
- • Generic names like "campaign1"
- • Forgetting to URL encode special characters
- • Not documenting naming conventions
Technical implementation
UTM parameters are automatically captured and associated with all page views and events. No additional code required.
Optional: custom event tracking
While UTM tracking is automatic, you can enhance it with custom events:
1. Add to the page head (HTML)
<!-- Custom event tracking. Put this inline script in the page <head>, before any calls. Calls made
before the deferred tracking script loads are queued and replayed once it loads. -->
<script>window.thebizness=window.thebizness||function(){(window.thebizness.q=window.thebizness.q||[]).push(arguments)}</script>2. Call the events from your JavaScript
// Basic UTM tracking (automatic with the theBizness script)
// No additional code needed: UTM parameters are captured and attached to every event
// Custom event calls (JavaScript). They run after the head stub above is in place.
function trackPurchase(orderId, amount) {
window.thebizness('purchase', {
orderId: orderId,
amount: amount, // in currency units, e.g. 99.99
currency: 'USD'
});
}
// Non-revenue events use the same call
function trackSignup() {
window.thebizness('signup', {});
}
// Example usage
trackPurchase('order_123456', 99.99);
trackSignup();Custom events count toward your plan's tracked events (pageviews never do). A purchase event that includes an amount is recorded as a custom event and as a sale, so it counts as two tracked events. An event without an amount counts as one. A purchase sent from the browser is client-reported, unverified revenue: see the revenue attribution guide for verified options and the API reference for the limits.
Viewing UTM data in the dashboard
Campaign overview
See all campaigns with traffic, conversions, and revenue data
Source and medium
Compare performance across different traffic sources
Revenue attribution
See which campaigns generate the most revenue
Available reports
- • Campaign performance with conversion rates
- • Source/medium breakdown with revenue data
- • Customer journey from first visit to purchase
- • Results for any date range, with days and times in your website's time zone (set under Configure, Website details)
Start tracking your campaigns
Ready to see which marketing channels drive your best customers? Create your first UTM campaign and start seeing which sources bring in sales.
UTM builder
Generate properly formatted UTM links
UTM dashboard
See campaign performance for any date range
Revenue reports
Track which campaigns generate revenue