Tracking: Campaign URLs (UTM parameters)

To accurately track the performance of your marketing efforts in a B2B SaaS context, you can append UTM parameters to your URLs. These parameters allow analytics tools to attribute traffic to specific sources, mediums, and campaigns, providing deeper insight into user behavior and campaign ROI. This is especially valuable when running multi-channel campaigns or distributing links across various touchpoints like emails, paid ads, or QR codes.

There are five main UTM parameters you can use to tag your URLs:

• utm_source: Identifies where the traffic is coming from.
  Examples: google, newsletter4, suite123
• utm_medium: Indicates the marketing medium used.
  Examples: cpc, banner, qr_code, email
• utm_campaign: Tracks the specific campaign name, promo, or product push.
  Example: spring_launch, evergreen_campaign_2025
• utm_term: Used for paid search to capture the specific keywords driving traffic.
  Example: b2b+crm+tool
• utm_content: Differentiates similar content or links within the same campaign.
  Example: cta_top, cta_footer

Example: QR Code on a Shop Window

If you're placing a QR code in a physical location—like a store window—and want to track interactions, your URL might look like this:

https://your.platform.com?utm_source=suite123&utm_medium=qr_code&utm_campaign=evergreen_campaign_2025

This example shows:

Source: The specific store or location (suite123)

Medium: A QR code

Campaign: A long-running or evergreen marketing initiative

To simplify URL creation, use Google’s Campaign URL Builder, which provides a user-friendly form to generate properly tagged links. Would you like help creating a few custom examples for your use case?