UTM Parameters
Tags added to URLs (utm_source, utm_medium, utm_campaign, utm_content, utm_term) that track where traffic originates. While affiliate tracking uses its own system, UTM parameters provide supplementary data in Google Analytics.
Understanding UTM Parameters
UTM parameters are URL tags that track traffic source. The standard parameters are:
- utm_source: where the visitor came from
- utm_medium: the channel type
- utm_campaign: the campaign name
- utm_content: the content variant
- utm_term: the keyword for search campaigns
Example URL: https://example.com?utm_source=affiliate_john&utm_medium=email&utm_campaign=product_launch. When a visitor clicks this link and converts, analytics shows the conversion attributed to affiliate_john's email campaign.
UTM Usage for Affiliate Tracking
For affiliates, a simple convention works: utm_source=affiliate, utm_medium=[promotion type], utm_campaign=[affiliate name]. Example: utm_source=affiliate&utm_medium=email&utm_campaign=alice_blog. This differentiates affiliate traffic in Google Analytics.
Track multiple affiliate campaigns so that 'Alice's Q1 launch email' and 'Alice's blog post' show which promotional methods convert best. Use utm_content for A/B testing, so two email variations from the same affiliate are tracked separately.
Many affiliate platforms auto-generate UTM parameters for tracking links, but manual UTM usage provides universal tracking across all platforms.
Best Practices for UTM Tracking
Create standardized UTM naming conventions that prevent inconsistencies. Use lowercase only, and hyphens instead of spaces. Document the conventions for each parameter:
- utm_source values: affiliate, paid, organic
- utm_medium values: email, social, blog
- utm_campaign naming scheme
Educate affiliates on UTM usage if they create their own links. Provide UTM parameter generator tools that simplify link creation.
Auditing and Reporting on UTM Data
Google Analytics captures UTM data automatically and displays it in Acquisition > Campaigns reports. Run a UTM audit every month:
- Verify that affiliates are using the correct parameters.
- Identify gaps in tracking coverage.
- Compare UTM-tracked affiliates against affiliate-platform-tracked affiliates to measure accuracy differences.
Some affiliates may use UTM tracking exclusively, which is good for dark social and email, while others rely on affiliate links. Support both approaches. UTM tracking supplements affiliate platform tracking: it provides additional visibility into the customer journey but does not replace conversion tracking.
