UTM Parameters for Funnel Tracking
Use UTM parameters to preserve traffic-source context as visitors move into a funnel.
The core idea
Use UTM parameters to preserve traffic-source context as visitors move into a funnel. Treat this as one part of a connected customer journey rather than an isolated tactic. Define the action you want the visitor to take, make the next step obvious, and measure whether qualified visitors continue moving forward.
The simplest useful funnel is usually better than a complicated funnel you cannot maintain. Complexity should earn its place by solving a real problem.
A simple UTM structure
Use consistent source, medium, campaign, and—when useful—content labels. Consistency is more important than clever naming. A good convention lets you trace a conversion back to the campaign without needing to decode a different taxonomy every month.