Understand UTM Parameters

Understand UTM Parameters

UTM (Urchin Tracking Module) parameters are short tags added to the end of a URL. When someone clicks a link with these tags, the platform stores the details alongside the visitor’s activity.
These insights help you track marketing performance and optimise your campaigns.

We track three key UTM parameters:

1. utm_source → Where the traffic came from
Identifies the platform that referred the user.
  • utm_source: store.quicko.pro → Default source for storefront

2. utm_medium → How the traffic arrived
Indicates the channel used, like email, search, or direct.
  1. utm_medium=email → Email marketing
  2. utm_medium=direct → No referral; user came to the URL directly.
3. utm_campaign → Why the traffic arrived
Points to the campaign or context that brought them in.
  1. utm_campaign=advance_tax_march2024 → Seasonal campaign
  2. utm_campaign=store.quicko.pro/meet/contact-us-form → From the ‘Contact us’ form on storefront.
Standard vs Custom UTM Channels
  • Standard: Uses default categories to group traffic.
  • Custom: Allows for specific tracking of traffic, overriding the default tags.
Info
Standard Channel for ‘Contact Sales’
When a lead is submitted directly through the store, we set these default UTM values:
  • Source: store.quicko.pro
  • Medium: direct
  • Campaign: store.quicko.pro/meet-at-quicko/contact-us-form

These defaults help ensure every lead has baseline source data.

Where UTM Data Appears
You’ll find UTM details in:
  • Dashboard > Store tab → Tracks how users landed on your storefront
  • Leads → Shows where each query originated
Why It Matters
Understanding UTM parameters helps you:
  • Track which platforms bring high-quality leads.
  • Attribute success to specific campaigns.
  • Make informed decisions on where to focus your future marketing efforts.

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