How to track the origin of my leads in Hotmart Send using UTMs?

If you promote your pages across different channels—such as social media, paid ads, email marketing, or partnerships—it’s important to know where the leads who sign up for your forms are coming from. To do this, you can use UTM parameters, which allow you to identify traffic sources and track your campaign performance directly in Hotmart Send.

In this article, you’ll learn what UTMs are, how to correctly add them to your URLs, how to track results within the platform, and how to validate whether tracking is working.

Important: this article focuses on using parameters in Hotmart Send. To learn more about parameters and how you can use them in your sales strategies, check out this article

What are UTMs and why use them?

UTMs are text fragments added to the end of a URL. They help identify how a visitor arrived at your page.

In Hotmart Send, you can track four main parameters:

• utm_source: identifies the traffic source (example: google, facebook, newsletter).
• utm_medium: indicates the medium used (example: social, cpc, email).
• utm_campaign: identifies the specific campaign (example: product_launch, holiday_promo).
• utm_content: differentiates variations of ads or links pointing to the same page (example: sidebar_banner, footer_link).

By using these parameters, you can analyze which channels and campaigns are generating the most leads.

How to set up UTMs on pages with a Hotmart Send form?

If your page uses a Hotmart Send form, UTM parameters are captured automatically. You just need to add them to the page URL.

To ensure parameters are added correctly, keep the following in mind to avoid errors:

• The question mark (?) marks the beginning of parameters and must be placed after the main URL.
• Each parameter consists of a key and a value, separated by =.
• Parameters must be separated from each other using the & symbol.

Example of a URL with UTMs:

https://yoursite.com/page?utm_source=facebook&utm_medium=social&utm_campaign=launch&utm_content=banner1

❯ To add UTMs to your page, follow these steps:

1. Log in to your account at http://app.hotmart.com.
2. In the side menu, click Marketing and then Page creator.
3. Go to My pages.
4. Find the desired page and copy the URL.
5. Add the UTM parameters to the end of the URL, following the structure explained above..
6. From that point on, whenever someone accesses that URL and fills out the form, the UTM data will be recorded in Hotmart Send.

Important: tracking only occurs when there is an active form on the page linked to lead capture.

How to check if UTMs are working?

If you want to validate your UTM setup:

1. Access your page using a URL with UTMs.
2. Fill out the form using a test email.
3. Then log in to your account at http://app.hotmart.com.
4. In the side menu, click Marketing and then Email marketing.
5. Within Hotmart Send, select Metrics in the left-hand menu.
6. Check whether the data has been recorded correctly.

If the data does not appear, confirm:

• Whether the URL was structured correctly.
• Whether there is an active form on the page.
• Whether the test was performed using the URL with the added parameters.
   

How to track results in Hotmart Send?

After you start promoting your page with UTMs, you can view the data within Hotmart Send. To access it, follow these steps:

1. Log in to your account at http://app.hotmart.com.
2. In the side menu, click Marketing and then Email marketing.
3. Within Hotmart Send, select Metrics in the left-hand menu.

In the Statistics section, you will see horizontal bar charts showing how many leads were associated with each value of:

• utm_source
• utm_medium
• utm_campaign
• utm_content

This data helps you identify which campaigns are generating the most sign-ups and allows you to make strategic adjustments to your promotions.

Frequently asked questions