Utm Campaigns

UTM parameters are query string tags you add to the links in your marketing campaigns — emails, ads, social posts, newsletters — so Statalog can tell you exactly which campaign drove each visit. No configuration is required on the Statalog side; as soon as your site has the tracking snippet, UTM parameters are automatically captured from every incoming URL.

The five UTM parameters

Parameter	Purpose	Example
utm_source	The platform or site that sent the traffic	newsletter, google, twitter
utm_medium	The marketing channel	email, cpc, social, organic
utm_campaign	The specific campaign name	spring-sale-2026, product-launch
utm_content	The specific link or creative variant	hero-button, sidebar-link
utm_term	The paid search keyword	web analytics, gdpr analytics

All five parameters are captured automatically. You do not need to declare them anywhere in Statalog.

No configuration required

Unlike some analytics platforms, Statalog does not require you to register campaign sources or define allowed parameters in advance. Any UTM parameter present in a URL is captured at ingestion time and immediately available in the Campaigns report.

Where to see campaign data

Go to Analytics → Campaigns (or click Sources in the sidebar, then switch to the Campaigns tab). The report shows:

• Source — the utm_source value
• Medium — the utm_medium value
• Campaign — the utm_campaign value
• Visitors — unique visitor count from that campaign combination
• Sessions — total session count
• Bounce rate — the percentage of single-pageview sessions
• Conversions — goal completions attributed to this campaign (if goals are configured)

Click any campaign row to drill into the individual source/medium/campaign combination and see a time-series breakdown.

Building UTM URLs

A UTM URL is your normal landing page URL with UTM parameters appended as query strings. For example, a link in a newsletter promoting a spring sale might look like:

https://example.com/landing-page?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale-2026&utm_content=header-cta

You can build these URLs manually or use any UTM builder tool — Google's Campaign URL Builder, UTM.io, or similar free tools. Paste your destination URL, fill in the parameter fields, and copy the generated link.

Keep these conventions in mind:

• Be consistent with casing. Email and email are treated as different sources. Stick to lowercase across your team.
• Use hyphens, not spaces. Spaces get URL-encoded as %20 and can make reports harder to read. Use spring-sale-2026 rather than spring sale 2026.
• Use utm_campaign consistently. This is the most useful dimension for comparing campaigns against each other — name it something that will still make sense months from now.

Frequently asked questions

Are UTMs stored in cookies? No. Statalog captures UTM parameter values directly from the URL at the time of the pageview. Nothing is written to the visitor's browser. If a visitor clicks your UTM link, navigates to a second page without UTM parameters, and then converts, the UTM attribution is carried through within the same session using server-side session state — not a cookie.

What if a visitor lands without UTMs but converts later in the session? If the first pageview in a session had UTM parameters, those parameters are associated with the entire session. Conversions that occur later in the same session are attributed to those campaign parameters.

Can I use custom parameters alongside UTMs? Statalog currently captures the five standard UTM parameters. Other query parameters (e.g. ref=, source=) are not surfaced in the Campaigns report, though they appear in the full page URL in the Pages report.

Do UTMs affect my site's SEO? UTM parameters are visible in URLs and can appear in search engine indexes if they are linked publicly. To avoid duplicate content issues, configure canonical tags on your landing pages or use rel="nofollow" on internal UTM links. Statalog has no effect on this — it is a standard SEO concern unrelated to analytics.