# Use UTM Parameters for Attribution ### About this export | Field | Value | | --- | --- | | **content_type** | lesson | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/use-cases-and-tutorials/use-utm-parameters-for-attribution | | **course_slug** | use-cases-and-tutorials | | **lesson_slug** | use-utm-parameters-for-attribution | | **markdown_file_url** | /academy/md/courses/use-cases-and-tutorials/use-utm-parameters-for-attribution.md | | **generated_at** | 2026-04-28T06:55:49.773Z | > Part of **[Use Cases and Tutorials](https://www.contentstack.com/academy/courses/use-cases-and-tutorials)** on Contentstack Academy. **Academy MD v3** — structured for retrieval; no quiz or assessment keys. #### Video details #### At a glance - **Title:** Use UTM Parameters For Attribution - **Duration:** 4m 33s - **Media link:** https://cdn.jwplayer.com/previews/LVUk4NOv - **Publish date (unix):** 1751860652 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113608 kbps - video/mp4 · 180p · 182p · 144587 kbps - video/mp4 · 270p · 274p · 165447 kbps - video/mp4 · 360p · 366p · 188139 kbps - video/mp4 · 406p · 412p · 200861 kbps - video/mp4 · 540p · 548p · 243211 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/LVUk4NOv-120.vtt` #### Transcript create audiences out of profiles who have clicked on campaigns. Lytx can track campaign clicks on any type of digital campaign, whether it's social, programmatic, email, paid search, etc., as long as its URL is tracked with a UTM parameter. Click on the URL in the video description for detailed documentation on how to set up UTM parameters. An additional detail on using Lytx to capture those UTM events. By default, Lytx collects the following UTM parameters as segmentable user fields, campaigns, contents, mediums, and sources. You can easily create audiences of individuals who have associated UTM parameter events that have occurred since the Lytx tag has been installed to your site. This is a default mapping that requires no development and no extra steps on your side, aside from using the audience builder. Let's take a look at an example UTM event on a newsletter. I'm going to click on a URL in last month's Lytx e-news, which contains a UTM parameter. Click on watch demo, open a new tab, and you'll see there's a number of UTM attributes, including April newsletter. Lytx will capture the parameters, such as April newsletter, as segmentable attributes, so you can create an audience out of these profiles. Let's go to the audience builder, click audiences, then create a new audience, go to custom role. The best way to get there is to start typing UTM. You'll see we have last UTM referred by, these top four, and then UTM campaigns, contents, mediums, and sources referred by. Last will be the most recent, so if you want recent activity, these bottom four is what we're looking for here. So click on UTM campaigns referred by, and you'll see there's a number of campaigns that you can type in here. I'm going to look for the April newsletter. Great, here it is. Looks like we have 47 individuals at this point associated with that UTM event. Go ahead and add that condition. So you have UTM campaigns referred by, contain one of, April newsletter. You could actually add additional rule sets if you wanted additional campaigns or mediums. You could also add maybe people who clicked on display ads. You can add that condition. Remember, this is going to include people who have clicked on display as well as April newsletter, so if you want or you can bundle that group. In this case, we only want the folks with the April newsletter activity. Let's make sure we have them in there. Great, and you'll see there's more than one, so if someone programs one with a space or without, just add them both. Add the condition, and there you go. You can save the audience. Let's say it has clicked on April e-news. In this case, we're going to whitelist API so we can target it on Facebook. Let's say UTM April NL. Go ahead and save that audience. You can then retarget these users by passing the audience to Facebook for messaging that builds upon the newsletter link that they clicked on, now that you know they're interested in it. You could also create a unique modal experience which builds on the campaign journey which was started by them clicking on the April newsletter. You could also suppress audiences who have already clicked on the UTM campaign from receiving future messaging on this topic so that you don't wear them out with the messaging. Thanks for listening. More videos coming soon. #### Subtitles (WebVTT) ```webvtt WEBVTT 1 00:00:00.000 --> 00:00:04.640 create audiences out of profiles who have clicked on campaigns. 2 00:00:04.640 --> 00:00:09.200 Lytx can track campaign clicks on any type of digital campaign, 3 00:00:09.200 --> 00:00:12.400 whether it's social, programmatic, email, 4 00:00:12.400 --> 00:00:19.280 paid search, etc., as long as its URL is tracked with a UTM parameter. 5 00:00:19.280 --> 00:00:24.000 Click on the URL in the video description for detailed documentation 6 00:00:24.000 --> 00:00:28.720 on how to set up UTM parameters. An additional detail on using Lytx to 7 00:00:28.720 --> 00:00:34.240 capture those UTM events. By default, Lytx collects the following 8 00:00:34.240 --> 00:00:37.760 UTM parameters as segmentable user fields, 9 00:00:37.760 --> 00:00:44.160 campaigns, contents, mediums, and sources. You can easily create audiences of 10 00:00:44.160 --> 00:00:49.280 individuals who have associated UTM parameter events that have occurred 11 00:00:49.280 --> 00:00:52.800 since the Lytx tag has been installed to your site. 12 00:00:52.800 --> 00:00:57.040 This is a default mapping that requires no development 13 00:00:57.040 --> 00:01:03.440 and no extra steps on your side, aside from using the audience builder. 14 00:01:03.440 --> 00:01:08.160 Let's take a look at an example UTM event on a newsletter. 15 00:01:08.160 --> 00:01:13.200 I'm going to click on a URL in last month's Lytx e-news, 16 00:01:13.200 --> 00:01:17.200 which contains a UTM parameter. 17 00:01:17.760 --> 00:01:24.000 Click on watch demo, open a new tab, and you'll see there's a number of 18 00:01:24.000 --> 00:01:28.960 UTM attributes, including 19 00:01:28.960 --> 00:01:32.000 April newsletter. 20 00:01:36.080 --> 00:01:40.080 Lytx will capture the parameters, such as April newsletter, 21 00:01:40.080 --> 00:01:45.520 as segmentable attributes, so you can create an audience out of these profiles. 22 00:01:45.520 --> 00:01:49.760 Let's go to the audience builder, click audiences, 23 00:01:49.760 --> 00:01:54.720 then create a new audience, go to custom role. 24 00:01:54.720 --> 00:01:58.640 The best way to get there is to start typing UTM. 25 00:01:58.640 --> 00:02:02.320 You'll see we have last UTM referred by, 26 00:02:02.320 --> 00:02:08.160 these top four, and then UTM campaigns, contents, mediums, and sources 27 00:02:08.160 --> 00:02:12.960 referred by. Last will be the most recent, so if you want recent activity, 28 00:02:12.960 --> 00:02:16.800 these bottom four is what we're looking for here. So click on 29 00:02:16.800 --> 00:02:21.120 UTM campaigns referred by, and you'll see there's a number of 30 00:02:21.120 --> 00:02:26.640 campaigns that you can type in here. I'm going to look for the April 31 00:02:26.640 --> 00:02:31.200 newsletter. Great, here it is. 32 00:02:31.200 --> 00:02:35.280 Looks like we have 47 individuals at this point 33 00:02:35.280 --> 00:02:38.880 associated with that UTM event. Go ahead and 34 00:02:38.880 --> 00:02:42.960 add that condition. So you have UTM campaigns referred by, 35 00:02:42.960 --> 00:02:50.160 contain one of, April newsletter. You could actually add additional rule sets 36 00:02:50.160 --> 00:02:54.000 if you wanted additional campaigns or mediums. 37 00:02:54.000 --> 00:02:58.480 You could also add maybe people who clicked on display ads. 38 00:02:58.480 --> 00:03:03.600 You can add that condition. Remember, this is going to include people 39 00:03:03.600 --> 00:03:08.960 who have clicked on display as well as April newsletter, so if you want 40 00:03:08.960 --> 00:03:12.720 or you can bundle that group. In this case, 41 00:03:12.720 --> 00:03:18.640 we only want the folks with the April newsletter activity. 42 00:03:18.640 --> 00:03:23.680 Let's make sure we have them in there. Great, and you'll see there's more than 43 00:03:23.680 --> 00:03:27.760 one, so if someone programs one with a space 44 00:03:27.760 --> 00:03:32.480 or without, just add them both. Add the condition, 45 00:03:32.480 --> 00:03:36.160 and there you go. You can save the audience. Let's say 46 00:03:36.160 --> 00:03:43.120 it has clicked on April e-news. In this case, we're going to 47 00:03:43.120 --> 00:03:46.720 whitelist API so we can target it on Facebook. 48 00:03:46.720 --> 00:03:54.080 Let's say UTM April NL. 49 00:03:54.080 --> 00:04:00.320 Go ahead and save that audience. You can then retarget these users by 50 00:04:00.320 --> 00:04:03.760 passing the audience to Facebook for messaging that builds upon the 51 00:04:03.760 --> 00:04:06.800 newsletter link that they clicked on, now that you know they're interested in 52 00:04:06.800 --> 00:04:10.800 it. You could also create a unique modal 53 00:04:10.800 --> 00:04:13.760 experience which builds on the campaign journey 54 00:04:13.760 --> 00:04:17.520 which was started by them clicking on the April newsletter. 55 00:04:17.520 --> 00:04:22.000 You could also suppress audiences who have already clicked on the UTM 56 00:04:22.000 --> 00:04:26.240 campaign from receiving future messaging on this topic 57 00:04:26.240 --> 00:04:30.080 so that you don't wear them out with the messaging. 58 00:04:30.080 --> 00:04:35.280 Thanks for listening. More videos coming soon. ``` ```transcript [00:00] create audiences out of profiles who have clicked on campaigns. [00:04] Lytx can track campaign clicks on any type of digital campaign, [00:09] whether it's social, programmatic, email, [00:12] paid search, etc., as long as its URL is tracked with a UTM parameter. [00:19] Click on the URL in the video description for detailed documentation [00:24] on how to set up UTM parameters. An additional detail on using Lytx to [00:28] capture those UTM events. By default, Lytx collects the following [00:34] UTM parameters as segmentable user fields, [00:37] campaigns, contents, mediums, and sources. You can easily create audiences of [00:44] individuals who have associated UTM parameter events that have occurred [00:49] since the Lytx tag has been installed to your site. [00:52] This is a default mapping that requires no development [00:57] and no extra steps on your side, aside from using the audience builder. [01:03] Let's take a look at an example UTM event on a newsletter. [01:08] I'm going to click on a URL in last month's Lytx e-news, [01:13] which contains a UTM parameter. [01:17] Click on watch demo, open a new tab, and you'll see there's a number of [01:24] UTM attributes, including [01:28] April newsletter. [01:36] Lytx will capture the parameters, such as April newsletter, [01:40] as segmentable attributes, so you can create an audience out of these profiles. [01:45] Let's go to the audience builder, click audiences, [01:49] then create a new audience, go to custom role. [01:54] The best way to get there is to start typing UTM. [01:58] You'll see we have last UTM referred by, [02:02] these top four, and then UTM campaigns, contents, mediums, and sources [02:08] referred by. Last will be the most recent, so if you want recent activity, [02:12] these bottom four is what we're looking for here. So click on [02:16] UTM campaigns referred by, and you'll see there's a number of [02:21] campaigns that you can type in here. I'm going to look for the April [02:26] newsletter. Great, here it is. [02:31] Looks like we have 47 individuals at this point [02:35] associated with that UTM event. Go ahead and [02:38] add that condition. So you have UTM campaigns referred by, [02:42] contain one of, April newsletter. You could actually add additional rule sets [02:50] if you wanted additional campaigns or mediums. [02:54] You could also add maybe people who clicked on display ads. [02:58] You can add that condition. Remember, this is going to include people [03:03] who have clicked on display as well as April newsletter, so if you want [03:08] or you can bundle that group. In this case, [03:12] we only want the folks with the April newsletter activity. [03:18] Let's make sure we have them in there. Great, and you'll see there's more than [03:23] one, so if someone programs one with a space [03:27] or without, just add them both. Add the condition, [03:32] and there you go. You can save the audience. Let's say [03:36] it has clicked on April e-news. In this case, we're going to [03:43] whitelist API so we can target it on Facebook. [03:46] Let's say UTM April NL. [03:54] Go ahead and save that audience. You can then retarget these users by [04:00] passing the audience to Facebook for messaging that builds upon the [04:03] newsletter link that they clicked on, now that you know they're interested in [04:06] it. You could also create a unique modal [04:10] experience which builds on the campaign journey [04:13] which was started by them clicking on the April newsletter. [04:17] You could also suppress audiences who have already clicked on the UTM [04:22] campaign from receiving future messaging on this topic [04:26] so that you don't wear them out with the messaging. [04:30] Thanks for listening. More videos coming soon. ``` #### Lesson text ## Video Tutorial **Note:** On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. Google UTM parameters offer a simple method for tracking campaign results in both outbound and inbound campaigns. UTM parameters are a set of query parameters that can be added to any URL. When a user visits a URL with UTM parameters, the tags are automatically sent back to both Google Analytics for tracking and to your Lytics account for audience building or campaign reporting. Watch the "Use UTM Parameters for Attribution" video (~4.5 min) to learn how to use UTMs for audience building in Lytics. ## Knowledge Check **Audiences can be created in Lytics to target consumers who have interacted with specific UTM parameters.** A. True B. False Answer: A **Where can UTMs be located?** A. In a URL in your browser B. Under The Moon Answer: A **Which campaigns can be tracked by Lytics when using UTMs? Select any that apply.** A. Social B. Paid Search C. Programmatic D. Email E. Dungeons and Dragons Answer: A, B, C, D ## More Resources ### Academy Courses * How to Export Audiences ### Documentation * [UTM Parameters for attribution and audience building](https://learn.lytics.com/use-cases/use-utm-parameters-for-attribution-and-audience-building)  * [UTM Tracking for Experiences](https://learn.lytics.com/documentation/product/features/experiences/utm-tracking-for-experiences) #### Key takeaways - Connect **Use UTM Parameters for Attribution** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ## Supplement for indexing ### Content summary Use UTM Parameters for Attribution. Video Tutorial Note: On January 10, 2023, we upgraded our UI with a new, refreshed interface. All of the underlying functionality is the same, but you will notice that things look a little different from this Academy guide. The most notable change is that the navigation menu has moved from the top of the app to the left side. We appreciate your patience as we work on updating our Academy. Google UTM parameters offer a simple method for tracking campaign results in both outbound and inbound campaigns. UTM parameters are a set of query parameters that can be added to any URL. When a user visits a URL with UTM parameters, the tags are automatically sent back to both Google Analytics for trackin ### Retrieval tags - Use - UTM - Parameters - for - Attribution - use-cases-and-tutorials - lesson 03 - Use UTM Parameters for Attribution - use-cases-and-tutorials lesson ### Indexing notes Index this lesson as a primary chunk tagged with lesson_id "03" and topics: [Use, UTM, Parameters, for, Attribution]. Parent course slug: use-cases-and-tutorials. Use asset_references URLs as thumbnail hints in search results when present. Never surface LMS quiz content or assessment answers from this file. ### Asset references | Label | URL | | --- | --- | | Video thumbnail: Use UTM Parameters for Attribution | `https://cdn.jwplayer.com/v2/media/LVUk4NOv/poster.jpg?width=720` | ### External links | Label | URL | | --- | --- | | Contentstack Academy home | `https://www.contentstack.com/academy/` | | Training instance setup | `https://www.contentstack.com/academy/training-instance` | | Academy playground (GitHub) | `https://github.com/contentstack/contentstack-academy-playground` | | Contentstack documentation | `https://www.contentstack.com/docs/` | | UTM Parameters for attribution and audience building | `https://learn.lytics.com/use-cases/use-utm-parameters-for-attribution-and-audience-building` | | UTM Tracking for Experiences | `https://learn.lytics.com/documentation/product/features/experiences/utm-tracking-for-experiences` |