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TrackingCampaigns (UTM)

Campaign Tracking (UTM Parameters)

Track the effectiveness of your marketing campaigns using UTM parameters.

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to URLs that identify where traffic comes from. When someone clicks a link with UTM parameters, Ghost Metrics captures that information and attributes the visit to your campaign.

This allows you to answer questions like:

  • Which email drove the most traffic?
  • Are Facebook ads generating leads?
  • Which version of our Google ad performs better?

Supported Parameters

ParameterRequiredDescriptionExample Values
utm_sourceYesTraffic sourcegoogle, facebook, newsletter, billboard
utm_mediumYesMarketing mediumcpc, email, social, print, referral
utm_campaignYesCampaign namespring_promo, brand_awareness, service_line_cardiology
utm_contentNoAd content or variantbanner_a, text_link, blue_button
utm_termNoPaid search keywordscardiology_near_me, best_hospital

Building Campaign URLs

Basic Structure

Start with your destination URL and add UTM parameters:

https://yoursite.com/landing-page?utm_source=SOURCE&utm_medium=MEDIUM&utm_campaign=CAMPAIGN

Example: Email Newsletter

https://yoursite.com/blog/heart-health-tips?utm_source=newsletter&utm_medium=email&utm_campaign=february_2025&utm_content=featured_article

Example: Google Ads

https://yoursite.com/services/cardiology?utm_source=google&utm_medium=cpc&utm_campaign=cardiology_services&utm_term=heart_doctor_near_me

Example: Facebook Ad

https://yoursite.com/schedule-appointment?utm_source=facebook&utm_medium=paid_social&utm_campaign=new_patient_acquisition&utm_content=video_ad_v2

Example: Print or Billboard

https://yoursite.com/welcome?utm_source=billboard&utm_medium=print&utm_campaign=highway_101_jan2025

Example: QR Code

https://yoursite.com/scan?utm_source=print&utm_medium=qr_code&utm_campaign=patient_brochure_2025

URL Builder Tools

Manually building URLs is error-prone. Use a URL builder tool to ensure consistency:

Or create a spreadsheet template your team can use to maintain consistency.

Viewing Campaign Data

Find your campaign data in Acquisition → Campaigns.

Campaign Reports Show:

  • Campaign names — All campaigns with traffic data
  • Sources — Which sources drove traffic within each campaign
  • Mediums — Traffic breakdown by medium
  • Conversions — Goal completions attributed to each campaign

You can drill down from Campaign → Source → Medium to see detailed performance.

Naming Conventions

Consistent naming is critical. UTM parameters are case-sensitive, so Facebook and facebook are tracked separately.

Use lowercase for everything:

  • ✅ utm_source=facebook
  • ❌ utm_source=Facebook

Use underscores instead of spaces:

  • ✅ utm_campaign=spring_promo_2025
  • ❌ utm_campaign=spring promo 2025

Be specific but concise:

  • ✅ utm_campaign=cardiology_awareness_q1
  • ❌ utm_campaign=campaign1

Use consistent source names:

  • ✅ Always use google for Google Ads
  • ❌ Sometimes google, sometimes adwords, sometimes google_ads

Suggested Source/Medium Combinations

ChannelSourceMedium
Google Adsgooglecpc
Facebook Adsfacebookpaid_social
Instagram Adsinstagrampaid_social
LinkedIn Adslinkedinpaid_social
Email Newsletternewsletteremail
Promotional Emailpromo_emailemail
Organic Socialfacebook, instagram, etc.social
Partner Referralpartner_namereferral
Print Adpublication_nameprint
Billboardbillboardprint
QR Codeqr_codeprint
Direct Maildirect_mailprint

Campaign Tracking Tips

Only use UTM parameters on external links pointing to your site. Using them on internal links will overwrite the original traffic source and corrupt your data.

Example of what NOT to do:

<!-- DON'T do this on internal navigation -->
<a href="/services?utm_source=homepage&utm_medium=internal">Our Services</a>

Shorten URLs When Needed

UTM parameters make URLs long and ugly. For print, social, and other public-facing links, use a URL shortener:

  • Bitly
  • Short URLs through your own domain (recommended)
  • QR codes that encode the full URL

Track All Paid Campaigns

Every paid click should have UTM parameters. This includes:

  • Search ads (Google, Bing)
  • Social ads (Facebook, Instagram, LinkedIn)
  • Display ads
  • Sponsored content

Document Your Campaigns

Maintain a campaign tracking spreadsheet with:

  • Campaign name
  • Full URL with parameters
  • Launch date
  • Owner
  • Notes

This prevents duplicate or inconsistent naming across your team.

Auto-Tagging vs Manual UTM

Some ad platforms (like Google Ads) offer auto-tagging features. Ghost Metrics supports both:

  • Auto-tagging: Works automatically but may provide less detailed data
  • Manual UTM: More control over naming and categorization

For most healthcare organizations, manual UTM parameters provide cleaner, more consistent reporting.

Next Steps

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