Skip to main content

A complete guide to use campaign URL builder for better analytics reports

Knowing your referrer is great! You know who is driving you more traffic and who is not, so you can actually optimize your flows and content.

But how do you know how many people are coming from a specific post on Facebook? Or from your newsletter? Are they coming because they clicked the image in the header or the button? Or was it the simple hyperlink

What if you have affiliates? How do you know how many people came from a specific article of your affiliate or partner? Or did they come from a logo hyperlink?

All these are questions that you most probably had and usually, you get to see just a plain referrer with no idea what made the visitor actually click!

So, here is a complete guide to using campaign URL builder for better analytics reports, to optimize your strategy and monitor all your marketing effort!

How to use campaign URL Builders for better analytics and insights

First of all, let us find out what is a UTM and how can you build your URL campaign! We know that it might sound a bit complex and techie (even though it is not at all), but URL Campaigns using UTMs are super easy to create and to monitor.

These UTMs represent variants of your URL with a little bit of code appended to the end of your link and you can add them by using a lot of online free services! So, you can track the effectiveness of your online efforts and marketing campaigns across traffic sources and multiple media channels.

By seeing a simple referrer, you will still wonder what post made the visitor click your links or which medium was the most successful.

Build your URL based on specific UTMs you can better understand where your traffic is coming from and find out the exact referrer — e.g. newsletter, a specific hyperlinked image, marketing medium (organic, PPC, banner), campaign name or any additional information that can be tracked.

Here is a step-by-step guide on how to add & track your campaign parameters

To create your unique URLs for each social media post, channel or campaign, just fill this form  with your wished parameters, use the generated URL on all your campaigns and we will track all the details! As you can easily see, each UTM can have a very specific purpose and the guys at Tilda Publishing provide a nice explanation for each parameter if you hover the small question mark and some placeholders that you can use too.

You can use any other campaign builder, of course, but we love this one for its simplicity! So, no matter the tool you are using, feel free to add the words that fit your campaign best:

Campaign Source (utm_source): This is the referrer of traffic to your page — Twitter or MyWebsite. Usually, you should indicate the platform or tool you used to share your content.

Campaign Medium (utm_medium): Once you know the platform, let us go for MyWebsite, you want to know the marketing medium that referred the most traffic to you. So, just add banner_ad or word_hyperlink. Of course, you can be more specific, like mycat_banner in case you have multiple banners on your site.

Campaign Name (utm_campaign): Use this field to add a name to your campaign and to know two campaigns apart in statistics.

There are two optional UTMs too: Campaign Term and Campaign Content. Use them if you have additional info or you want to be very specific on each URL that you plan to share or use in your ads.

Once you added all the UTMs, just copy the Result and share it!

Now that you know how to create a Campaign URL, let us see a few examples. 

Example 1: Facebook post tracking using the right UTMs
Imagine that you just wrote a blog post, you will share it on your Facebook page and you want to measure how many people come on your website from that specific post.
To share the URL campaign on Facebook and to make sure that we are tracking all the metrics you can use something like this:

  1. Go to
  2. Add your URL and fill the form with your wished parameters. Here is an example if you want to share your latest blog post on your official page and you do it for awareness purposes.

Of course, you can add the metrics that fit your needs best as many times as you want for your link or posts. Just make sure you add the proper UTMs!

Example 2: How to measure your Newsletter effectiveness using the proper UTM s
You are sending an e-mail campaign to your subscribers and it has a product image with a hyperlink to your site and you also have a recommended blog post. So, you want to know how many people are coming from your mail and from each exact link. So here is how you can do it:

  1. Go to
  2. Add your URL and fill the form with your wished parameters. Here is an example if you want to send your latest newsletter to your subscribers for an autumn sale campaign with multiple products and a 30% discount.  I used the content_utm this add the percentage discount because there might be another newsletter with 50% off on the same campaign and I want to know the campaign performance overall and per discounts.

Link each product using a specific URL so you can easily see which one drives you the most traffic.

You will now be able to measure each product's performance and see the analytics for each link to your newsletter!

Example 3: Measure the traffic from affiliates & partners using the right UTMs
You have a partnership with a blogger, a company or another affiliate and you want to know how many people are coming from each specific article that they mention you or from the logo of your company that they just posted somewhere. Or from each specific hyperlink – it is up to you. So here is how you can do it.

  1. Go to
  2. Add your URL and fill the form with your wished parameters. Here is an example if you want to know how much traffic a partner is driving you if they insert your company logo on their website for the same autumn sale. I used the content_utm this time to add extra detail — e.g. you may pay someone a bit to promote you on a specific platform/blog.

UTMs in Visitor Analytics

If you have been using our web app, you might have seen by now that we launched a new menu option called Campaigns and we are tracking all your UTMs now.

You can see all your campaigns’ insights at a glance, your visitors’ details per campaign, a list with all your campaigns and stats and some nice charts displaying your Organic traffic vs URL Campaigns, Number of Visitors per Source and Campaigns’ Performance by month and by weekday, so you can easily measure your campaigns with no extra efforts!

Here is a sneak peek into how your stats would look like in the Visitor Analytics dashboard!

Want to know more about your website traffic and performance? Find out what is referral traffic and why is it important and check these 3,14 tips to boost your traffic!

This page was updated on: 17. September 2018 - 18:00