UTMs (short for Urchin Tracking Module) are pieces of information that accompany a link to your website. In this instance, they describe how and where a donor found your campaign page. That information can be used to understand and improve the effectiveness of your marketing campaigns.

When applied, the following UTM parameters are now viewable in the Transaction details side panel and CSV export. πŸ” To see UTM parameters in the side panel, navigate to the TRANSACTIONS tab in the left-hand menu bar. Click on the white space in the transaction line.

Campaign source

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

  • Examples: Facebook, Twitter, blog, newsletter, etc.

  • UTM code: utm_source

  • Sample code: utm_source=newsletter

Campaign medium

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

  • Examples: cpc, organic_social

  • UTM code: utm_medium

  • Sample code: utm_medium=organic_social

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.

  • Examples: summer_gala, fall_walk

  • UTM code: utm_campaign

  • Sample code: utm_campaign=summer_gala

Campaign term

Used to track paid keywords or key phrases.

  • Examples: social_media, fall_ball

  • UTM code: utm_term

  • Sample code: utm_term=fall_ball

Campaign content

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

  • Examples: video_ad, text_ad, blue_banner, yellow_banner

  • UTM code: utm_content

  • Sample code: utm_content=video_ad


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

πŸ› οΈ A simple tool like this allows you to easily add campaign parameters to URLs.

Warning: UTM parameters are not supported on embedded iFrames.

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