The easiest way to track UTM parameters in Amplitude

Learn how to capture UTM parameters and other marketing attribution information so you can run reports in Amplitude that show you what's driving your signups, customers & revenue.

utm parameters amplitude

Amplitude is one of the leading product analytics tools on the market, and it makes it easy to run reports that show how people are using your product.

Unfortunately though, Amplitude doesn't capture things like UTM parameters and other marketing attribution data out of the box very well, which makes it difficult to segment your users and see how different campaigns are performing in terms of signups, activations, customers & revenue.

So in this article, we're going to show you the 4 simple steps you can take to capture UTM parameters (and other marketing attribution data) in Amplitude so you can use it to understand how people who come from different channels and campaigns interact with your product.

What is Attributer?

Attributer is a small snippet of code that you add to your site.

When it's up and running, Attributer looks at some technical data (like device, referrer, UTM parameters, etc) every time a visitor lands on your site to figure out how they've reached it. Once this is determined, Attributer will then group each visitor according to different channels (i.e., Paid Social, Organic Social, etc.) and store this categorised data in a cookie in the visitor's browser.

And once the user submits a form on your site (like the one to sign up for your product), Attributer will pass the UTM parameters and other marketing attribution information into Amplitude where you can use it to build reports and dashboards.

Attributer was created by a SaaS marketer who needed to get better attribution information into tools like Amplitude so he could see how different campaigns & channels were performing in terms of number of signups, number of customers, conversion rates, retention rates, etc.

Fast forward a few years, Attributer is installed on hundreds of websites and provides attribution information on over 3 million visitors to those websites every month.

4 steps for analysing UTM parameters in Amplitude

Using Attributer to get UTM parameters into Amplitude is easy. Here's how to do it in 4 easy steps:

1. Add UTM variables to your ads

Dropbpox UTMs

UTM parameters should be added to all of your ads and campaigns first to help Attributer can determine where your traffic is coming from.

This includes ads in search engines like Google & Bing, on social networks like Facebook, LinkedIn & Twitter, and in every bespoke campaign you have.

2. Add the Attributer code to your website

Add Attributer Code to Website

When the UTM parameters are in place, the next thing to do is add the Attributer code to your site.

Immediately upon signing up for a free trial of Attributer, a piece of code will be provided to you. This code is similar to the Google Analytics code and other marketing tools’ codes and should be added to your website the same way.

There’s an option in the Settings section of most CMS systems (i.e., WordPress, Wix, etc.) to add the code to the header. Note that there might be slight differences in the location of adding codes depending on the CMS system you use.

On the other hand, if you’re using a tag management service like Google Tag Manager, you can simply add the code through this tool.

Finally, if you need further assistance regarding adding the Attributer code to your site, kindly go to our help site.

3. Send the data into Amplitude

UTM data sent to CRM

When you’ve successfully added the code to your site, Attributer will scan each visitor’s origin and categorise them into Channels (i.e., Organic Search, Paid Search, etc.) Once the visitor has been assigned to the correct channel, Attributer will store this data in the user’s browser as a cookie.

To send the data into Amplitude, you essentially need to take the data out of the cookie first. You can do this in two ways:

  • Adding hidden fields in forms - By adding hidden fields to your forms, Attributer has a place to put the collected data. Once the form is submitted, Attributer will pass the data in the hidden fields to Amplitude tools along with the user’s information (name, number, email, etc.)
  • Get it out of the cookie - You can add a simple line of javascript to your website to retrieve the UTM parameters from the Attributer cookie and pass it into Amplitude. This step is helpful if you have the ‘Sign up with Google’ or ‘ Sign up with Facebook’ buttons that let the user sign up for your product without filling out an actual form.

4. Run reports in Amplitude

Know channels

Now that you have the UTM parameters and other attribution data in Amplitude, you can start creating reports and dashboards that show your business’s key customer acquisition metrics (i.e., signups, activations, customers, etc.) broken down by marketing channel and campaign.

This can help you answer questions such as:

  • How many signups did I get from my Twitter Ads?
  • Which Google Ad campaign drove the most signups?
  • How many activated users came from our LinkedIn Ads?
  • What's the retention rate of people who come form our Facebook ads vs our Google Ads?
  • How many customers have we gotten from our blogging efforts?
  • How many customers have come from our SEO efforts?
  • And much more

Why using Attributer is better than capturing raw UTM parameters

There are several ways of getting UTM parameters into Amplitude, so what makes Attributer a better choice for you?

Unlike other tools, Attributer does much more than just capturing raw UTM parameters. It also does the following:

1. Captures all traffic

Besides capturing UTM parameters and passing them into Amplitude, Attributer also collects the visitors’ channel data for users who have reached your site through channels where UTM parameters weren’t present (i.e., Organic Social, Paid Social, Direct, Referral, etc.)

This means that you will have insight into your every user’s origin and how they interact with your product, instead of just the users from campaigns with UTM parameters.

2. Remembers the data

Having the UTM parameters present on the page where your signup form is located is a common requirement for most capturing tools and methods. However, this may become a problem when the page when the page people sign up for your product on isn't the same page the user initially landed on.

For example, imagine a user clicks on your Google Ad and is brought to the landing page you built for that campaign.
After some reading and exploring, the visitor decides that they want your product so they click the 'Create An Account' button and are then taken to your signup page where they complete a form to create an account. Since their landing page and the page where your signup form is located are different, the UTM parameter data will be lost.

With Attributer, it is different. Since Attributer stores the UTM parameters in a cookie in the visitor's browser, it won't lose the data no matter how many pages they visit before submitting your signup form.

3. Provides cleaner data

You probably know how messy UTM parameter data can get if you’ve been working with them for quite some time. This messy data can happen primarily if your ads have been handled by different individuals or agencies in the past.

For instance, imagine some of your Facebook Ad campaigns are tagged with UTM_Source=Facebook (capitalized), others with UTM_Source=facebook (uncapitalized), and others with UTM_Source=fb.

If you'r using other methods of capturing UTM parameters and sending them into Amplitude, you will end up with reports that say these users are from 3 different sources, which is misleading.

Attributer, on the other hand, was built to expect these kinds of inconsistencies and can allocate these leads to the correct channel regardless (Paid social).

4. Captures landing page data as well

If you’ve ever wondered how your blog is performing in terms of driving signups & customers, then Attributer has got you.

Apart from capturing UTM parameters and other channel data, Attributer also collects the landing page (i.e., and the landing page category (i.e., /blog).

With this information, you will be able to see how each section on your site is performing (I.e. your blog) as well as zero in on each piece of content (I.e. individual blog posts).

Wrap up

With all these added features from Attributer, it is clear how it is more than a basic UTM parameter capturing tool. Attributer works hard behind the scenes to ensure that you get the best data possible.

Want to experience what Attributer can do for you and your business? Start a 14-day free trial today and see if it fulfills your requirements.

Get Started For Free

It's free to get started with Attributer, and paid plans start at just $49 per month