Tag the link, then follow it to the money.
Mrkr reads UTM parameters on arrival and attaches them to the session, so the campaign is still attached when the visitor reaches your funnel, your goals, and your revenue.
What is UTM tracking?
UTM tracking means adding labelled parameters to a link so your analytics knows where the click came from. The five parameters, utm_source, utm_medium, utm_campaign, utm_term and utm_content, travel in the URL, get read when the page loads, and are stored against that visit. Nothing is installed and no cookie is needed.
They exist because a referrer alone is not enough. Two clicks can both arrive from the same social network and mean completely different things: one from a paid placement, one from someone quoting you. The tag is how you tell them apart.
If you only need the link itself, the free UTM builder composes one in the browser with no account and nothing installed. The rest of this page is about what happens after somebody clicks it.
The five parameters, and which ones Mrkr reports.
An honest table rather than a generic one. Three of the five are first-class dimensions in Mrkr; the other two are accepted but not reported separately.
| Parameter | What it holds | Example | Reported in Mrkr |
|---|---|---|---|
| utm_source | The specific platform or publication | newsletter, reddit, producthunt | Yes, its own dimension |
| utm_medium | The channel type | email, cpc, social, affiliate | Yes, its own dimension |
| utm_campaign | The named initiative | spring-launch, q3-webinar | Yes, its own dimension |
| utm_term | Paid keyword | privacy analytics | Accepted, not reported |
| utm_content | Which creative or link variant | hero-cta, footer-link | Accepted, not reported |
If per-creative reporting matters to you, fold the variant into the campaign value, for example spring-launch-hero. It is less elegant and it actually shows up in the report.
Tagged visits land in sources, automatically.
There is no configuration step. The tracker reads the parameters from the landing URL, ingest classifies them alongside the referrer, and the visit is filed under its campaign from that moment on.
Campaign acquisition is counted in visits rather than visitors, because a campaign click is a visit: one visit owns exactly one campaign, so the numbers sum cleanly against your session total instead of double-counting someone who arrived twice on two different links.
Naming rules that save you later.
Lowercase, always
UTM values are case sensitive and normalised nowhere in the chain. Newsletter and newsletter are two rows, forever.
One separator, chosen once
Hyphens or underscores, not both. Mixed separators are the commonest way a campaign report becomes unreadable.
Source is the place, medium is the type
reddit plus social, mailchimp plus email, google plus cpc. Putting the platform in both fields kills the medium breakdown.
Write campaigns for your future self
q3 means nothing in April. Name it after what it was: pricing-page-relaunch, black-friday-2026.
From a link to an answer.
- 01
Build the link
Compose it in the campaign links builder inside Mrkr, or use the free UTM builder. Saved links keep their label so you can find them again months later.
- 02
Ship it
Newsletter, ad, social post, affiliate, QR code, conference slide. The parameters ride in the URL, so nothing needs to be installed at the other end.
- 03
Mrkr attaches it to the session
Source, medium and campaign are stored on the session, next to the classified referrer, device, country and entry page.
- 04
Filter everything by it
Every view takes the same filters, so you can put a funnel, a revenue total, a scroll-depth table or a set of session recordings behind one campaign.
See campaigns on real data
The live demo has a populated campaigns view with sources, mediums and named campaigns. No signup, no card.
Open the live demoWhat tagging cannot fix.
A UTM records a click, not a customer
Someone who reads your newsletter and searches your name a week later is recorded as organic. That is what last-click means.
Windows longer than a day need cookie mode
The identifier rotates daily, so a campaign cannot be credited for a purchase the next day. Cookie mode needs consent.
Tagged links multiply your URLs
One page reached through five campaigns is five URLs to a crawler. Point a canonical tag at the clean version.
Questions, answered.
Keep reading
- Free UTM builder
Compose a tagged link in the browser, no account needed.
- Revenue attribution
Following a campaign past the click to what it actually earned.
- Funnel analysis
Split a funnel by campaign and see which one converts, not just which one clicks.
- Filters and segments
How campaign filters combine with everything else.
- Website visitor tracking
What a tagged visit looks like as an individual journey.
- Every Mrkr feature
The full index of what the product measures.
Your first visitor is already here.
Drop in the script and watch them land. It takes about a minute.