UTM Parameters

UTM parameters are tracking tags added to URLs that help you identify where your traffic is coming from. When you share a link—such as in a newsletter, push notification, or social media post—UTM parameters allow you to track how effective your campaigns are.

Common UTM Parameters

Here are the most commonly used UTM parameters:

• utm_source – Identifies the traffic source (e.g., Facebook, Google, Newsletter).

• utm_medium – Defines the type of traffic (e.g., organic, paid, email, social).

• utm_campaign – Tracks the specific marketing campaign (e.g., winter_sale, launch_offer).

For example: Imagine you’re promoting an article titled "10 Tips for Better SEO" via your newsletter.

The URL with UTM parameters would look like this:

https://www.example.com/10-tips-seo?utm_source=newsletter&utm_medium=email&utm_campaign=weekly_digest

• utm_source=newsletter → Traffic is coming from your email newsletter.

• utm_medium=email → The link was shared via email.

• utm_campaign=weekly_digest → This traffic is part of your Weekly Digest campaign.

If you also shared the article on Twitter as part of the same campaign, the URL would change slightly:

https://www.example.com/10-tips-seo?utm_source=twitter&utm_medium=social&utm_campaign=weekly_digest

This helps you compare performance across different platforms and optimize future distribution efforts.

Why UTM Parameters Are Useful

UTM parameters help you:

• Measure article performance – See which platforms drive the most traffic to your content.

• Optimize distribution strategies – Focus on sources that bring engaged readers.

• Analyze user behavior – Understand how different audiences interact with your articles.

• Compare promotional methods – Test different approaches (e.g., email vs. social media) and refine your content strategy.

How to Track UTM Parameters in Visibl

1️. Click on the Traffic By dropdown.

2️. Select UTM to break down traffic by UTM parameters.

This will allow you to see which campaigns, sources, and mediums are driving traffic to your site in real time, so you can adjust your strategy for maximum impact.