UTM Tracking
How to track marketing campaigns with UTM parameters
UTM parameters label a click before it lands. Put defaults on the campaign, not in a spreadsheet you forget to paste.
Zipy editorial · 2026-05-08 · 8 min
Key takeaways
- source, medium, and campaign are enough for most teams.
- Set defaults on the campaign object so every link inherits them.
- Do not stack conflicting UTMs on the same destination.
The five keys, used plainly
utm_source is where the click started (newsletter, instagram, partner). utm_medium is the channel type (email, social, cpc, qr). utm_campaign is the name you will say in a meeting. Content and term are optional splits for creative or paid keywords.
Why the shortener should hold the defaults
If every teammate pastes UTMs by hand, you get SummerSale, summer-sale, and summer_sale. Put defaults on the campaign in Zipy. New links inherit them. You can still override one slug.
Read them next to device and country
UTMs tell you the label you attached. Device and country tell you the context. Together they explain a drop. Alone, either one is a guess.
Google Analytics: URL campaign parameters
Related: how-to-create-trackable-links-for-email-marketing · how-to-create-campaign-links-for-black-friday