Best Ways to Use UTMs for Marketing Attribution

Only accurate or consistent UTM tagging can result in reliable marketing attribution reports, undermining the effectiveness of your marketing efforts.

On the basis of our extensive experience working with businesses of all sizes, we’ve observed that UTM parameters are prone to errors. UTM misattributions can have serious consequences for data accuracy.

Consider a scenario where this mislabeled ad performs exceptionally well. The marketing attribution report would incorrectly attribute a higher ROI to social media, leading to misguided decision-making. This is only one aspect of the problem.

This highlights the critical role of using UTMs properly for marketing attribution. With accurate UTM naming conventions, you can extract data from any campaign, integrate it into your attribution software, and consistently generate reliable reports.

In this blog, you will learn what UTM parameters are and how to use UTMs for marketing attribution.

Understanding Marketing Attributions

Marketing attributions refer to identifying and assigning value to the touchpoints or channels that contribute to a desired outcome, such as a sale, lead, or conversion.

It involves tracking and analyzing customer interactions across various marketing channels, enabling businesses to understand which channels and campaigns drive their success.

Marketing attributions are a powerful tool for businesses seeking to optimize their marketing strategies and improve campaign performance.

Despite the challenges involved, accurate tracking and measuring of marketing campaigns offer valuable insights into customer behavior, ROI evaluation, and overall campaign success.

By investing in proper tracking mechanisms, establishing consistent UTM naming conventions, and leveraging attribution models, businesses can unlock the full potential of their marketing efforts and drive sustainable growth in today’s competitive landscape.

What are UTMs?

UTMs are snippets of code appended to URLs, allowing marketers to track the performance of specific marketing activities and campaigns.

These codes contain parameters that provide information about the source, medium, campaign, and other relevant details of the URL’s origin.

The purpose of UTMs is twofold:

  • Tracking: UTMs enable marketers to track the performance and engagement of different marketing channels, campaigns, and specific touchpoints. By adding unique UTM codes to URLs, marketers can monitor and analyze the effectiveness of their marketing efforts with precision.
  • Attribution: UTMs attribute value to each touchpoint or marketing channel, helping businesses understand which elements contribute most to conversions, leads, or desired outcomes—this attribution data aids in optimizing marketing strategies, allocating resources effectively, and improving ROI.

How do UTMs work in Marketing Attribution?

Creating UTM Parameters:

To use UTMs for marketing attribution effectively, marketers need to define and set up specific parameters that align with their tracking and attribution goals.

Common UTM parameters include utm_source (identifying the traffic source), utm_medium (indicating the marketing medium or channel), and utm_campaign (identifying the specific campaign or initiative).

Appending UTMs to URLs:

Once the UTM parameters are established, marketers add them to the URLs they share through various marketing channels. This is typically done by appending the UTM parameters to the end of the URL using a question mark (?) and ampersands (&) to separate the different parameters.

Tracking and Analytics:

When users interact with a URL containing UTMs, the parameters are captured by analytics tools, such as Google Analytics.

These tools track and record the UTM data and provide marketers with valuable insights into the performance of different marketing activities, channels, and campaigns.

Attribution Analysis:

Businesses can attribute value to specific touchpoints and marketing channels by analyzing the UTM data. This attribution analysis helps determine the contribution of each element in driving conversions, leads, or other desired outcomes.

Marketers can evaluate the success of individual campaigns, compare the performance of different channels, and make data-driven decisions to optimize their strategies.

Data-Driven Optimization:

With UTM data, businesses can identify successful marketing channels and campaigns, reallocate resources, and refine their strategies.

This data-driven optimization leads to more effective marketing efforts, improved ROI, and enhanced overall campaign performance.

Benefits of Using UTMs for Marketing Attributions

1.Improved accuracy in tracking and attributing marketing efforts

UTMs for Marketing Attribution ensure accurate data collection by capturing specific details about a URL’s source, medium, and campaign. This eliminates guesswork and provides precise information about which marketing activities are driving results.

UTMs help avoid confusion by clearly identifying the origin of traffic and eliminating any discrepancies in attributing marketing efforts. This leads to more accurate and reliable attribution reports.

2.Granular insights into the performance of different marketing channels

UTMs enable marketers to track and measure the performance of individual marketing channels. This allows for granular analysis of the channels most effectively driving engagement, conversions, and desired outcomes.

By comparing the performance of different channels, businesses can allocate resources more efficiently, focusing on channels that generate the highest return on investment. This data-driven approach maximizes the impact of marketing campaigns.

3.Optimization of marketing campaigns based on data-driven decisions

UTMs provide data that helps evaluate the success of marketing campaigns, enabling marketers to identify areas for improvement.

With UTM data, marketers can make data-driven decisions to optimize their campaigns. They can adjust messaging, targeting, or budget allocation based on insights gained from attribution reports, resulting in improved campaign performance and efficiency.

4.Enabling a better understanding of customer journeys and conversion paths

UTMs contribute to a holistic view of the customer journey by tracking touchpoints across various marketing channels. This insight helps identify influential touchpoints, understand customer behavior, and refine marketing strategies accordingly.

UTMs assist in tracking the path customers take before converting, allowing businesses to identify the most effective conversion paths. This knowledge helps optimize marketing efforts to guide customers toward desired actions.

Best Practices for Implementing UTMs

Implementing UTMs effectively is crucial for accurate tracking and attribution of marketing efforts. Follow these practices to get the benefits of UTMs:

  1. Create Consistent UTM Naming Conventions: Establish clear and consistent naming conventions for UTM parameters across your campaigns. This ensures uniformity and makes it easier to analyze data consistently.
  2. Properly Tag URLs with UTMs: Ensure that all relevant URLs are properly tagged with UTMs. Include parameters such as utm_source, utm_medium, utm_campaign, and others to accurately identify the source, medium, and campaign associated with each URL.
  3. Integrate UTMs with Analytics Tools and Platforms: Connect your UTMs with analytics tools and platforms such as Google Analytics. This integration allows for seamless tracking and data collection, providing valuable insights into campaign performance.
  4. Regularly Review and Analyze UTM Data: Take the time to review and analyze the data collected through UTMs on a regular basis. Look for patterns, trends, and key insights that can inform decision-making and optimize your marketing strategies.

Top 3 UTM Building Tools


UTMs for Marketing Attribution

TerminusApp emerges as a leading tool in the market for building UTM links. It offers a streamlined approach to creating marketing URLs and automates the process of UTM tagging, resulting in significant time savings.

One of the key advantages of TerminusApp is its adherence to UTM naming conventions. Enforcing lowercase and removing spaces from parameters ensures consistency in UTM tags. Additionally, users can save templates for future campaigns and incorporate multiple UTM parameters into a single URL.


  1. Simplified UTM link creation: TerminusApp reduces the complexity of generating UTM links, allowing marketers to save time and effort.
  2. Automated UTM tagging: The tool automates the process of UTM tagging, guaranteeing the precise and consistent application of parameters.
  3. Consistency and best practices: TerminusApp enforces UTM naming conventions, promoting consistency and adherence to best practices.
  4. Efficient campaign management: Users can save templates for future campaigns, enhancing efficiency and maintaining brand consistency.
  5. Flexibility in tracking: TerminusApp enables the inclusion of multiple UTM parameters in a single URL, offering flexibility in tracking various campaign elements.


  1. Learning curve: Users may need time to familiarize themselves with TerminusApp’s features and interface.

2. Bitly

UTMs for Marketing Attribution

Bitly is a widely recognized tool that has made a significant impact in the realm of link management.

With its primary function of creating shortened links using the “” domain name, Bitly offers a convenient way to condense long URLs into more concise and memorable forms. This not only facilitates easier sharing but also enhances the overall user experience.


  1. Efficient link shortening: Bitly excels in its core function of shortening long URLs, making them more manageable and shareable.
  2. Bulk link tagging and analysis: Users can tag and analyze links in bulk, providing valuable insights and data for marketing campaigns.
  3. QR code creation: Bitly allows the creation of QR codes, enabling easy scanning and access to linked content.
  4. Enterprise-level features: Bitly offers advanced features suitable for enterprise-level use, catering to the needs of larger organizations.
  5. Flexible pricing options: Bitly provides a range of pricing options, accommodating different budgets and requirements.


  1. Branded short links limited to paid plans: The ability to create branded short links, which enhances branding and recognition, is only available in the paid subscription plans.
  2. Limits on link data and history storage: Bitly imposes limits on link data and history storage, potentially restricting long-term analytics and tracking.
  3. Minimal customer support offerings: Bitly’s customer support offerings could be more robust, which may be a drawback for users requiring extensive assistance or troubleshooting.
  4. Dependence on the “” domain: Using Bitly means relying on the “” domain for all shortened links, which might not align with certain branding strategies.
  5. Lack of advanced features: Bitly primarily focuses on link shortening and analytics, lacking some advanced features found in comprehensive marketing or analytics platforms.

3. Rebrandly

UTMs for Marketing Attribution

When it comes to creating branded short links, Rebrandly stands out as a powerful and specialized tool. It caters to companies that prioritize maintaining a clean and concise brand image while ensuring their brand remains prominent in every link shared.

With Rebrandly, businesses can customize and brand their links to reinforce their identity, enhance their online presence, and choose one of the pricing plans.


  1. Branded short links: Rebrandly specializes in creating branded short links, allowing companies to maintain a clean and concise brand image throughout their online communications.
  2. Feature-rich platform: Rebrandly offers a wide range of features, including deep linking capabilities, the ability to add emojis to links, and detailed link analytics for better insights.
  3. Seamless integration: The tool seamlessly integrates with over 100 other tools, providing a versatile and customizable experience that aligns with the user’s specific needs and workflows.
  4. Dedicated support: Rebrandly provides dedicated support from their account and engineering teams, ensuring prompt assistance and guidance whenever needed.
  5. Flexible pricing plans: Rebrandly offers different pricing plans, allowing users to unlock additional features and functionalities based on their needs and budget.


  1. Initial setup required: Rebrandly may require some initial setup as it follows a partially self-service model, which can be time-consuming for users who prefer a more guided setup process.
  2. The learning curve for the user interface: The user interface of Rebrandly might be overwhelming for users who need to become more familiar with it, requiring a learning curve to navigate effortlessly and take full advantage of the tool’s capabilities.
  3. Additional costs for advanced features: Some advanced features or functionalities in Rebrandly may be available at an extra cost, potentially adding to the overall expenses for users with specific requirements.
  4. Dependence on stable internet connection: Rebrandly operates online, so a stable internet connection is necessary for seamless usage and uninterrupted access to the tool’s features.
  5. Limitations in other areas: While Rebrandly excels in creating branded short links, it may have limitations in other areas, such as UTM tracking or advanced analytics, compared to dedicated tools specialized in those fields.

Among all the tools mentioned above TerminusApp proves to be the best one because of all its features and affordable pricing. Read about this tool in detail below.

TerminusApp: The Best Option for UTM Building

UTMs for Marketing Attribution

TerminusApp is the ultimate solution for marketers searching for a user-friendly UTM link generator and comprehensive link management system. Our platform is designed to simplify the process of creating marketing URLs, regardless of the scale of your campaigns.

Moreover, we understand the complexities of UTM tagging, so our automated system streamlines the process to meet even the most complex UTM requirements.

With TerminusApp, generating complete URLs that strictly adhere to UTM naming conventions becomes effortless.

We prioritize consistency and accuracy, ensuring that your UTM tags are applied consistently throughout your campaigns. Our services also extend to email marketing, enabling you to build impactful campaigns with seamless UTM tracking across all email URLs.

Integration is seamless with popular email service providers like MailChimp, allowing TerminusApp to seamlessly fit into your existing email marketing workflow.


  1. Validates UTM parameters: It ensures adherence to conventions for accurate tracking and minimizing errors.
  2. Manages Link Destinations: It eliminates broken links and ensures UTM-tracked URLs lead to the intended destinations.
  3. Converts UTM parameters to lowercase: It ensures consistency and avoids case sensitivity issues.
  4. Allows the length configuration for UTM parameters: It prevents excessive or truncated values.
  5. Validates and prohibits using specific characters: Some can cause script issues, ensuring the integrity of UTM parameters. TerminusApp prohibits these characters.
  6. Reporting and Analytics Capabilities: It helps track key metrics and analyze attribution data to optimize marketing strategies.
  7. Simplifies UTM tracking in email campaigns: It consistently applies UTM parameters for accurate and reliable tracking.


UTMs for Marketing Attribution

Experience the full range of benefits our URL management services offer with our generous 21-day free trial. Take the time to explore and discover the comprehensive capabilities of TerminusApp before committing to one of our flexible monthly or annual pricing plans.

By opting for our annual plan, you’ll receive two months completely free, ensuring exceptional value for your investment. We believe in rewarding customers for their commitment and trust in our platform.

Our dedicated team is ready to provide customized solutions with higher limits for businesses with specific UTM and link management needs that go beyond our standard plans.

Contact our team today to explore personalized plans or request demos tailored to your unique requirements. We are here to cater to your specific needs and ensure you have the perfect solution for your UTM and link management challenges.


To make the most of UTMs for marketing attribution, it’s important to follow best practices such as creating consistent UTM naming conventions, properly tagging URLs with UTMs, integrating UTMs with analytics tools, and regularly reviewing and analyzing UTM data.

Regarding UTM building tools, TerminusApp emerges as the top choice. Its streamlined approach to creating marketing URLs, automated UTM tagging, and adherence to UTM naming conventions save time and ensure consistency.

Additionally, TerminusApp offers flexible tracking options and efficient campaign management, allowing users to unlock the full potential of UTM tracking and link management.

Experience the benefits of TerminusApp today with our 21-day free trial. Sign up to unlock the full potential of UTM tracking and link management with TerminusApp.