UTM parameters are small pieces of text added to the end of your promotional links, allowing you to identify the source of each click and conversion.
In this article, you'll learn how these tracking parameters work, how to structure them correctly in your platform links, and how to avoid URL formatting errors.
What are UTM parameters?
UTM parameters work like invisible labels for buyers but are essential for anyone managing a product. When you add these tags to your link, every time a visitor clicks on the page, the tracking system records specific data about that visit. There are five parameters that you can use together to create more detailed reporting.
- utm_source: identifies the main traffic source, such as Facebook, Google, or Instagram.
- utm_medium: indicates the marketing channel used, showing, for example, whether the visit came from email marketing, organic traffic, or cost-per-click (CPC).
- utm_campaign: lets you name the specific advertising campaign you're running, such as "winter_launch."
- utm_term and utm_content: are typically used for more advanced ad tracking, helping you identify the search term that triggered the ad or the creative asset that performed best.
How do I structure my link with UTM parameters correctly?
To ensure tracking information is recorded correctly without affecting the checkout page loading or preventing other configurations (such as automatic coupons) from working, you need to pay close attention to your link structure and punctuation.
The most common tracking error happens when the question mark (?) and ampersand (&) are used incorrectly.
The rule is simple: use the question mark only once in the URL, when adding the first parameter to your link. After that, every additional parameter must be connected using the "&" character.
For example: https://www.hotmart.com/pt/?utm_source=facebook&utm_medium=banner&utm_campaign=digital_influencers&utm_content=banner1
If your original link already contains a parameter after a question mark (for example, ?checkoutMode=10), simply append your UTM parameters by adding "&". Using multiple question marks corrupts the URL, preventing both tracking and redirecting the buyer to complete their purchase.
Where can I view my UTM campaign results?
When you access the Analytics tool, your campaign tracking data populates the charts and the segmentation tab using the same names and sources you defined in the URL. This allows you to compare page views and conversion rates based on your campaigns.
If your goal is simply to check the source of an individual sale in the transactions report, we recommend combining UTM parameters with the platform's SRC and SCK parameters.
Learn more about SRC and SCK parameters in this article!