UTM
Available since v2.11.0
Umami UTM provides analytics on the performance of marketing campaigns by tracking the effectiveness of different marketing channels, such as social media, email, and advertising.
The insight works by breaking down the 5 standard UTM parameters into Views.
UTM parameters
UTM (Urchin Tracking Module) parameters are tags added to the end of a URL that help you track where your traffic comes from.
| Parameter | Description | Example |
|---|---|---|
utm_source | Identifies which site or platform sent the traffic. | google, newsletter, twitter |
utm_medium | Identifies the marketing medium or channel. | cpc, email, social |
utm_campaign | Identifies a specific campaign or promotion. | spring_sale, product_launch |
utm_term | Identifies paid search keywords. | running+shoes, analytics+tool |
utm_content | Differentiates similar content or links within the same campaign. | header_link, sidebar_banner |
For example, a tagged URL might look like:
https://example.com/pricing?utm_source=google&utm_medium=cpc&utm_campaign=spring_saleCreate an insight
Step 1: Run insight
The UTM insight does not require any additional parameters. Simply navigate to the UTM insight and the data will be displayed for the selected date range.
The insight will display the number of views broken down by each UTM parameter, helping you identify which campaigns, sources, and mediums are driving the most traffic.