What is a UTM parameter?

Marketers often use UTM parameters to track how people come to a website. A UTM parameter is a tag you add at the end of a URL that tracks certain metrics like source and referrer.

Google Analytics uses UTM parameters to track visitor behavior across your site, allowing you to see what is working. Revv can help you get a unified view of this behavior by writing these UTM parameters to payments so that you can see which payment came from which campaign. You can view the UTM parameters associated with a payment in your dashboard, and build reports based on UTM parameters.

How to use UTM parameters

All UTM parameters, regardless of what site you are marketing, follow the same basic structure. Simply add the UTM parameter and the value for that parameter at the end of your URL in your fundraising email, display ad, or any other marketing channel.

Let's say you would like to tag traffic that comes from social media, specifically Facebook. You would probably use something like UTM_source and UTM_medium for that. The syntax for tracking Facebook traffic using UTM parameters would be:


The first UTM parameter you add at the end of a URL should always start with ?. All subsequent UTM parameters begin with &. This rule is always true. If you don't use this syntax, you will break your tracking.

What parameters does Revv support?

There are 5 parameters you can add to your URLs in Revv:

  • UTM_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter4, billboard.

  • UTM_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.

  • UTM_campaign: The individual campaign name, slogan, promo code, etc. for a product.

  • UTM_term: Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.

  • UTM_content: Use utm_content to differentiate ads or links that point to the same URL.

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