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Use URL tracking parameters to understand where your traffic comes from and which campaigns drive the most value.

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UTM parameters

UTM parameters are automatically captured by PostMetric. Add them to your URLs: 
https://example.com?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale

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Supported UTM parameters

  • utm_source - The source of traffic (e.g., google, facebook, newsletter)
  • utm_medium - The medium (e.g., cpc, email, social)
  • utm_campaign - The campaign name (e.g., summer_sale, product_launch)
  • utm_term - The keyword (mainly for paid search)
  • utm_content - Additional content identifier (e.g., ad_variant_a)

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Referrer tracking

PostMetric automatically tracks referrers. When a user clicks a link to your site, the referrer is captured.

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View tracking data

In your dashboard, you can view:
  • Source breakdown - See traffic by source (Google, Facebook, Direct, etc.)
  • Campaign performance - Compare campaign performance
  • Medium analysis - See which mediums drive the most traffic
  • Keyword tracking - View which keywords drive traffic (for paid search)

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Best practices

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1. Use consistent naming

Use consistent naming conventions for your UTM parameters: 
utm_source=google
utm_medium=cpc
utm_campaign=summer_sale_2024

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2. Track all campaigns

Add UTM parameters to all your marketing links:
  • Email campaigns
  • Social media posts
  • Paid ads
  • Affiliate links
  • Blog posts

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3. Use lowercase

Use lowercase for UTM values to avoid duplicates: 
❌ utm_source=Google
✅ utm_source=google
You can also track internal links by adding UTM parameters: 
<a href="/pricing?utm_source=homepage&utm_medium=internal&utm_campaign=cta">
  View Pricing
</a>

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Example URLs

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Email campaign

https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=monthly_update

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Social media post

https://example.com/blog/post?utm_source=twitter&utm_medium=social&utm_campaign=blog_promotion

https://example.com?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale&utm_term=analytics

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Filter by tracking parameters

In your dashboard, you can filter analytics by:
  • Source
  • Medium
  • Campaign
  • Keyword
This helps you understand which campaigns drive the most traffic and revenue.

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Next steps

Filter your data

Learn how to filter and analyze your data