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Using UTM parameters

The basics of UTM parameters and how they work with Fundraise Up

What are UTMs?

UTMs (short for Urchin Tracking Module) are parameters that you can add to a URL that provide additional data on how users interact with your website. To take full advantage of attribution and behavior reporting via an analytics suite such as Google Analytics, we suggest you use UTM parameters.

How are they used?

While UTMs can be added to any URL, a common application of UTMs is email marketing in order to track the clicks in the email. UTMs push data about your link clicks into Google Analytics or your other preferred analytics suite. They allow you to create a consistent structure so that you can compare from month to month, or email newsletter to email newsletter and even compare types of links that are getting clicked.

By adding UTM parameters to the URLs you're using in your marketing campaigns, you're collecting information about the overall performance of those campaigns.

To learn more about how to use UTMs, please visit Google's UTM guide. 

What do they look like?

Here's a URL without UTM parameters:


Let's say you want to track clicks within an email campaign, you would add relevant UTM parameters that would allow you to more accurately track the results of the campaign.

Here's what a URL with UTM parameters for such a campaign may look like:


In the example above, we added utm_source, utm_medium, and utm_campaign to the URL.

  • utm_source=newsletter
  • utm_medium=email
  • utm_campaign=november_2020

If the URL with the UTMs is clicked, the values would be recorded by Google Analytics or your preferred analytics suite.

To build URLs with UTMs on your own, we recommend using Google's UTM builder tool.

How do UTMs work with Fundraise up?

Fundraise Up works similarly to how Google Analytics and other analytics suites work, if UTM parameters are present in the URL upon donation, Fundraise Up will "see" them and record them on the donation record like shown below. If there are no UTMs in the URL when a donation occurs, the values shown below will be empty.

UTM data is available on individual donation records, in the Donations tab for exporting, and to be synced via our CRM Integrations!