Visitor Analytics

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

February 10, 2020

10. February 2020

Using a UTM URL builder to enhance your hyperlinks can seem complicated at first sight. It might look something like this:

https: //


All those terms after the normal link can discourage you from using this strategy. Before you give up, don’t forget that having these UTM terms added to your links is a precious tool for proper marketing attribution. 

In order to know exactly where the traffic came from and what users clicked, you should use a UTM builder and easily track results with an analytics tool that can turn UTM parameters into something that makes sense. With the right tools, it’s easier than you would think.


In translation, the meaning of the above URL would be something like this:

  • You have some content at https: //

  • You want to track specific Facebook referrals to it (it works for any source from within or from outside your website, not just Facebook)

  • Instead of your normal URL, you use the one with added UTMs, to be able to see in your analytics: that the referral came from Facebook, from the post you published in February, as part of your strategy to raise awareness

  • Also, the referral came by the click of the “read more” button

Remember, you have the freedom to set up these parameters as you please, so that you can then easily organize the data in campaign reports.

This is very important when you have affiliates who promote your company. It might be the only way to determine which one of them has led referral traffic to your site. Every one of your affiliates should get their unique ID in the UTM_source part of the link. 

Let us see how to effectively do this with a complete guide to using a campaign URL builder for better analytics reports.

How to use campaign URL Builders for better analytics and insights

First of all, let us find out what is a UTM and how you can build your own custom campaigns using it. You will be able to track the effectiveness of your online efforts and marketing campaigns across traffic sources and multiple media channels.

Build your URL based on specific UTM content, in order to 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

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 desired 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.

You can use any other campaign URL builder, of course. Or you can just write the UTM codes yourself, without using any UTM URL builder. 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 use it instead of your normal link!

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

Example 1: 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.

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 2: 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 where 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. 

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 to 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.

Interpreting URL Builder Links in Analytics

After setting up the UTM parameters and using the new, enhanced URLs, the next step is to monitor them with campaign reports. You can easily do this in a well-organized section of the Visitor Analytics dashboard.

Using the “campaigns” menu, 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!

Do you 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!

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