UTMs (short for Urchin Tracking Module) are short pieces of code you can add to your campaign URL. They are a safe and reliable way to track traffic online and can provide valuable information about how and where donors are finding your campaign. That information can be used to understand and improve the effectiveness of your marketing campaigns.

For a more detailed explanation of UTM parameters, check out this Hootsuite article about using UTM parameters to track social media success.

To make the best use of UTM parameters, apply specific data to your campaign URL using a tool like https://ga-dev-tools.google/campaign-url-builder/

For the tech-savvy, please reference Givebutter's analytics documentation.

When applied, the following UTM parameters are now viewable in the Transaction details side panel and CSV export. 🔍

Campaign source

Indicates the social network, search engine, newsletter name, or other specific source driving the traffic.

Campaign medium

Tracks the type of channel driving the traffic: organic social, paid social, email, etc.

Campaign name

Gives each campaign a unique name so you can keep track of your efforts. This could be the product name, a contest name, a code to identify a specific sale or promotion, an influencer ID, or a tagline.

Campaign term

Used to track paid keywords or key phrases.

Campaign content

Allows you to track different ads within a campaign and is perfect for A/B testing

Referrer

The webpage address where a person clicked a link that sent them to your page.

To see UTM data on all transactions in a CSV, you can run a transaction export. The UTM data will be at the far right.

To see UTM parameters on a single transaction, navigate to the Transaction tab in the left-hand menu bar. Click on the white space in the transaction line. UTM information will be at the very bottom of the popup screen.