UTM campaign tracking

Track UTM campaigns with visitors, conversions, revenue, cost, CPA and ROAS, build tagged links with the UTM builder, and clean up near-duplicate UTM values.

# UTM campaign tracking

> Track UTM campaigns with visitors, conversions, revenue, cost, CPA and ROAS, build tagged links with the UTM builder, and clean up near-duplicate UTM values.

## Campaign report

**Campaigns** rolls UTM-tagged traffic up by campaign, then source and
medium, with visitors, visits, conversions, conversion rate, revenue and,
when you add costs, **cost**, **CPA** (cost per conversion) and **ROAS**
(revenue ÷ cost).

UTM values come from the landing page of each visit. Values are compared
as sent, so `Facebook` and `facebook` are different until you merge them
(see hygiene below).

## Costs

Add spend per campaign per month by hand, or upload a CSV with the
columns `month`, `campaign`, `source`, `medium`, `cost` (the upload screen
shows the exact template). Costs use the site currency.

## UTM builder

Builds tagged links with presets per channel and checks them: lowercase,
no spaces, and **no personal data** (it warns about emails and ids in
values). Save links to the **link library** with notes and tags, and
generate a **QR code** for print.

## UTM hygiene

Finds near-duplicate values (`Facebook` vs `facebook`, `e-mail` vs
`email`) and sources you haven't seen before. One click creates an alias so
the values are reported together.

## Tips

- Use `utm_source` for where (newsletter, linkedin), `utm_medium` for the
  type (email, cpc, social) and `utm_campaign` for the campaign.
- `utm_medium` values like `cpc`, `paid` or `display` put visits in a paid
  [channel](/docs/metrics/channels), and `email` puts them in Email.
- Never put personal data (emails, customer ids) in UTM parameters.

Visa som Markdown

Campaign report#

Campaigns rolls UTM-tagged traffic up by campaign, then source and medium, with visitors, visits, conversions, conversion rate, revenue and, when you add costs, cost, CPA (cost per conversion) and ROAS (revenue ÷ cost).

UTM values come from the landing page of each visit. Values are compared as sent, so Facebook and facebook are different until you merge them (see hygiene below).

Costs#

Add spend per campaign per month by hand, or upload a CSV with the columns month, campaign, source, medium, cost (the upload screen shows the exact template). Costs use the site currency.

UTM builder#

Builds tagged links with presets per channel and checks them: lowercase, no spaces, and no personal data (it warns about emails and ids in values). Save links to the link library with notes and tags, and generate a QR code for print.

UTM hygiene#

Finds near-duplicate values (Facebook vs facebook, e-mail vs email) and sources you haven't seen before. One click creates an alias so the values are reported together.

Tips#

Use utm_source for where (newsletter, linkedin), utm_medium for the type (email, cpc, social) and utm_campaign for the campaign.
utm_medium values like cpc, paid or display put visits in a paid channel, and email puts them in Email.
Never put personal data (emails, customer ids) in UTM parameters.