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Using UTM tags to collect additional data

UTM tags are a simple and effective tool for traffic analysis. They allow you to determine exactly where visitors come from and evaluate the effectiveness of your advertising and marketing activities. In this article, we will look at how UTM tags work and how to use them correctly.

Contents:

What are UTM tags?
How to create UTM tags?
Example of using UTM tags
Tracking UTM tags using contact forms
Tracking UTM tags using shopping cart

What are UTM tags?

UTM tags are special parameters added to URLs to track traffic sources. They allow you to understand from which ad, newsletter or social network the client came.

Existing UTM parameters:

utm_source — traffic source (for example, google, facebook, email);

utm_medium — traffic type (cpc, organic, referral);

utm_campaign — the name of the advertising campaign;

utm_term — keyword (used in contextual advertising);

utm_content — an additional parameter for distinguishing links within one campaign.

How to create UTM tags?

You can create a UTM tags manually or by using a UTM tag builder, for example:

https://utmmaker.com/

Example of creating a UTM link manually

Let's say you have a website https://example.com and you want to track traffic from Facebook ads. Then your link will look something like this:

https://example.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=winter_sale.

Explanation of UTM link components

? — is used to separate the main website address from additional parameters (UTM tags start with it).

& — separates several parameters from each other.

utm_source=facebook — defines the traffic source (in this example, it's Facebook).

utm_medium=cpc — specifies the type of traffic. In this example, it's cpc (Cost Per Click) - an ad with a pay-per-click.

utm_campaign=winter_sale — the name of the advertising campaign.

You can add additional parameters if necessary for a detailed analysis.

Example of using UTM tags

Let's say you launched an advertising campaign on Google Ads and Facebook. You add UTM tags to each link.

Advertising in Google Ads:

https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=winter_sale.

Advertising on Facebook:

https://example.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=winter_sale.

After launching the campaign, you can track the conversion data in Google Analytics or other analytical services, where you can see which traffic source attracted more users.

Tracking UTM tags using contact forms

Making visible fields hidden

To add a hidden field to a contact form, first open the editor, hover over the form and click on the "gear" icon:

Move to the new window with the form settings, click on the “Add field” button and select field Short text:

Locate the settings for the newly added field and click on the "Hidden field" switch:

Rename the field to make it easier to identify later:

In the “Set value from URL parameter” field, enter the name of the UTM tag you want to transmit when submitting the form:

Note: The UTM tag value is transferred only if a user came to the page through a URL that had a corresponding UTM tag (for example, the utm_campaign tag from the above image will work for users who came through https://example.weblium.site/?utm_campaign=summer_sale_2025 since the link includes a corresponding utm_campaign tag with a valid value). One hidden field can transfer only one UTM tag value. Tip: It is necessary to create new hidden fields for each UTM tag value that must be transferred. Important: You also need to enter only the parameter without a value (only utm_campaign, not utm_campaign=summer_sale_2025).

Make sure the form is connected to one of the available integrations:

Publish the site to apply the changes.

Tracking UTM tags using shopping cart

Currently, the online store shopping cart tracks and transmits UTM tags to connected integrations (messengers, webhooks, CRM systems, etc.) automatically, without requiring any additional settings on your part.

Note: The shopping cart will track the tags that are present in the link when placing an order.

Updated on: 11/13/2025

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