UTM tracking

Know which campaigns bring more than clicks.

Track UTM-tagged visits, see which campaigns lead to conversions, and connect marketing traffic to attributed revenue in one clear dashboard.

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Campaign: Each combination of tags a visit arrived with, such as utm_source, utm_medium and utm_campaign together.
Visitors and customers: How many visitors each campaign brought, and how many of them became paying customers.
Revenue: The revenue credited to each campaign, under your website's first- or last-touch setting.

Understand where campaign traffic comes from.

UTM parameters are tags you add to the end of a link you share, so your analytics can tell which newsletter, post or ad brought a visitor. The visitor sees the same page; the tags only label the visit.

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

Illustrative link. You choose the values.

This link says the visitor came from your newsletter, by email, for the launch campaign. Without tags, a click from an email app often arrives with no referrer at all and shows up as Direct.

Five tags that explain your campaigns.

SuprAnalytics reads the five standard UTM parameters. Each one is also a filter for the whole dashboard.

utm_source: Where the visit came from, such as newsletter, google or linkedin.; Becomes the visit's source, in the Referrer tab, and part of its campaign.
utm_medium: The kind of traffic, such as email, cpc or social.; Sets the channel (cpc is Paid, email is Email, social is Social) and is part of the campaign.
utm_campaign: The campaign's name, such as launch or october_update.; Part of the campaign.
utm_content: Which link or creative, such as hero-button or footer-link.; Part of the campaign.
utm_term: The keyword or targeting detail, usually from search ads.; Its own report: the Keyword tab.

Tag	What it says	Where it shows in SuprAnalytics
utm_source	Where the visit came from, such as newsletter, google or linkedin.	Becomes the visit's source, in the Referrer tab, and part of its campaign.
utm_medium	The kind of traffic, such as email, cpc or social.	Sets the channel (cpc is Paid, email is Email, social is Social) and is part of the campaign.
utm_campaign	The campaign's name, such as launch or october_update.	Part of the campaign.
utm_content	Which link or creative, such as hero-button or footer-link.	Part of the campaign.
utm_term	The keyword or targeting detail, usually from search ads.	Its own report: the Keyword tab.

Short ref, via and source parameters work as the source too, as in ?ref=producthunt. Other parameters, such as utm_id, aren't read. Tracking parameters

Tag your links. SuprAnalytics tracks the visits.

With the script on your website, there's nothing to set up per campaign. When someone lands from a tagged link, the tags are saved with their visit.

What happens to the tags

They're read from the first page of the visit and kept with the whole visit, so every page and goal in it belongs to the campaign.
The tag names must be lowercase, as written above. Values are kept as typed, so Launch and launch are two campaigns.
Common source names are tidied up: newsletter becomes Newsletter, and fb becomes Facebook.
A tagged source wins over the referring website. Ad click ids such as gclid mark the visit as Paid.
Clicking another tagged link during the same visit doesn't change it; the next visit, after 30 minutes away, gets its own source.

Write the tags into the links you share, by hand or with the free UTM builder, which builds them in your browser.

See which campaigns bring visitors.

The dashboard's Sources panel has four tabs. Click any row to filter the whole dashboard to it.

Channel: Direct, Organic Search, Paid, Social, AI, Email or Referral, worked out from the tags and the referrer.
Referrer: The source: from the link's utm_source (or ref) when it has one, else the referring website, else Direct.
Campaign: Each set of tags together, with its visitors and conversion rate. Details adds bounce, duration, customers, revenue and revenue per visitor.
Keyword: The utm_term of your search ads.

To look at one tag on its own, filter by UTM source, UTM medium, UTM campaign, UTM content or Keyword: is, is not, contains or doesn't contain. Campaigns show on public dashboards and across all your websites too. There's no ad spend, cost per click or return on ad spend: SuprAnalytics doesn't connect to ad accounts. To work out ROAS from your own spend and a campaign's revenue, use the free ROAS calculator.

See which campaigns lead to conversions.

Filter the dashboard by a campaign, and its Goal panel counts the goals completed in that campaign's visits.

A goal belongs to the visit it was completed in, and each goal's top sources come from those visits
With a goal as your #1 KPI, the Campaign details count the visitors who completed it
Funnels take the same filters, applied to the visit where someone reached the first step

So a sign-up on a later, untagged visit counts under that visit, not under the campaign that first brought the person. Goals don't use the revenue attribution setting. Track goals About conversion funnels

Connect marketing traffic to attributed revenue.

With a payment provider connected, each payment matched to a visitor is credited to one of their visits. Each website picks which one.

Newsletter link (tagged)
Returns directly
Pays

Illustrative example.

First touch

The first visit gets the credit: the newsletter campaign.

Last touch (the default)

The visit before the payment gets it: here, the direct return, so the revenue shows as Direct and not under any campaign.

Last touch doesn't skip direct visits. Switch the setting at any time and the reports follow. A payment is matched through the visitor id passed at checkout, a customer id or an email seen before; one that can't be matched still counts in your revenue, without a source. How revenue attribution works

Understand the visits between the click and conversion.

A visitor's journey lists every visit, each with where it came from and the tags it carried.

Each visit shows its referrer or source, and its utm_source, utm_medium, utm_campaign, utm_term and utm_content
Then the pages, goals and payments of that visit, in order
So you can see a newsletter visit, a direct return and the payment one after another

A journey is one browser's history; a visit from a phone and one from a laptop are two visitors. Links between your own domains can keep the same visitor and visit. About visitor journeys

Separate AI referrals from campaign traffic.

Visits from AI assistants get their own channel, AI, whether the assistant sent a referrer or tagged the link.

A referrer from ChatGPT, Perplexity, Claude, Gemini, Copilot, Grok, DeepSeek, Phind, Meta AI or You.com
Or a tag such as utm_source=chatgpt.com, or ref=perplexity
Your own tags win: a link tagged utm_source=newsletter counts as Newsletter, wherever it was clicked
An assistant that sends neither shows up as Direct

About AI traffic

Practical ways to use UTM tracking.

Product launches
Tag the link you post on each channel and compare which one brought visitors who stayed.
Email newsletters
Tag each issue, and see its visits, sign-ups and the revenue credited to it.
Paid marketing
Compare tagged ad traffic and its outcomes. Costs stay in your ad account.
SaaS founders
Follow a campaign from the first visit to sign-ups and matched payments.

Limits worth knowing

Untagged links carry no campaign details
Visits with no referrer and no tags show as Direct
Visitors who block the script aren't counted
Goals belong to the visit they happened in; revenue follows first or last touch
Payments that can't be matched to a visitor have no source
In cookieless mode a visitor is recognised for a day, so first touch can't reach back further
A phone and a laptop are two visitors; devices aren't merged
Ad spend and return on ad spend need your ad platform's numbers
Tags add no cost of their own: the visit's pageviews count toward your plan as usual
Data is kept for your plan's history: 2 years to 5 years

Whether you need consent depends on your setup and where your visitors are; this isn't legal advice. Cookies and cookieless mode For indie hackers

Questions, answered.

What is UTM tracking?

It's reading the tags on the links you share (utm_source, utm_medium, utm_campaign and others) so your analytics can tell which newsletter, post or ad brought each visit, and what those visitors went on to do.

Which UTM parameters does SuprAnalytics track?

utm_source, utm_medium, utm_campaign, utm_content and utm_term, plus ref, via and source as the source. They're read from the first page of a visit. The parameter names must be lowercase; values are kept as typed, so Launch and launch are two campaigns. Other parameters aren't read.

Do I need to install anything to track UTMs?

Only the SuprAnalytics script, once. Tagged links work from then on, with nothing to set up per campaign.

Can I see conversions from a UTM campaign?

Yes. The Campaign tab shows each campaign's paying customers and conversion rate, and filtering the dashboard by a campaign shows the goals completed in its visits. A goal completed on a later, untagged visit counts under that visit.

Can I track revenue from UTM-tagged traffic?

Yes, with a payment provider connected. Each matched payment is credited to the visitor's first or last visit, as your website is set, and to that visit's campaign. Payments that can't be matched to a visitor count in your revenue without a source.

What's the difference between UTM tracking and revenue attribution?

UTM tracking labels each visit with the campaign that brought it. Revenue attribution decides which of a customer's visits gets credit for a payment: the first or the last. A campaign gets revenue when its visit is the one credited.

Does UTM tracking work without cookies?

Yes. Tags are saved with each visit either way. In cookieless mode a visitor is only recognised for a day, so a payment days after a tagged visit can't be traced back to it.

Does SuprAnalytics include a UTM link builder?

Not inside the dashboard. Add the tags to your links yourself, by hand or with the free UTM builder at supranalytics.app/tools/utm-builder; SuprAnalytics reads them when people visit.

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Know which campaigns are worth repeating.

See where visitors come from, what they do, and which campaigns contribute to conversions and attributed revenue.

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