Campaigns and UTM Parameters

Cabin allows you to identify and analyze marketing campaigns from referral traffic using UTM parameters, helping you measure ROI effectively.

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are special URL parameters that help track the effectiveness of your marketing campaigns. They provide information about where your traffic is coming from and which marketing efforts are driving visitors to your site.

Key UTM Parameters

• utm_campaign: Identifies a specific promotional campaign (e.g., "summer_sale", "product_launch")
• utm_medium: Indicates the marketing medium (e.g., "email", "paid_social", "cpc")
• utm_source: Specifies the source of the traffic (e.g., "instagram", "newsletter", "google")

Example

In the following example, a 'summer_sale' campaign is tracked from a paid Instagram ad:

https://myshop.com?utm_campaign=summer_sale&utm_medium=paid_social&utm_source=instagram

Cabin digests these automatically and displays them in the Campaigns section of the dashboard. Clicking on a campaign will show the source, medium and path of the referrals from that campaign.