Analytics & Tracking
UTM Parameters
Track marketing campaign performance with UTM parameters, including built-in UTM builder and direct Google Analytics/GTM integration.
UTM Parameters
Enhance your marketing campaign tracking with Li2.ai’s comprehensive UTM parameter system. Build professional UTM tags, track campaign performance, and send data directly to Google Analytics or Google Tag Manager for detailed attribution analysis.UTM Parameter System
Built-in UTM Builder
Integrated Tools: Create professional UTM parameters directly in Li2.ai with guided field entry and validation.
Analytics Integration
Direct Tracking: Send UTM data directly to Google Analytics or Google Tag Manager, even without destination page tracking.
Campaign Attribution
Marketing Insights: Track campaign sources, mediums, and content for comprehensive performance analysis.
Professional Standards
Best Practices: Pre-populated suggestions and standardized formats ensure consistent, professional UTM implementation.
Accessing UTM Parameters
UTM Builder Location
1
Navigate to touchpoint advanced settings
- Go to Touchpoints and select your touchpoint
- Click on the Advanced tab
- Find the UTM Parameters section
- Toggle UTM Parameters to ON to enable UTM tracking
2
Understanding UTM builder interface
The UTM Parameters section includes:
- Required Fields: Source (mandatory for all campaigns)
- Optional Fields: Campaign, Medium, Term, Content
- Analytics Integration: GA4 ID/GTM ID for direct tracking
-
Redirect Example: Preview of final URL with UTM parameters
UTM Parameter Configuration
Required Parameters
Source (Required)
Source (Required)
Purpose: Identifies where traffic originates fromBuilt-in Suggestions:
- google - Google Ads, Google search campaigns
- facebook - Facebook and Meta advertising
- instagram - Instagram-specific campaigns
- linkedin - LinkedIn advertising and content
- twitter - Twitter/X campaigns and posts
- email - Email marketing campaigns
- newsletter - Newsletter-specific tracking
- bing - Microsoft Bing advertising
Optional Parameters
Campaign
Campaign
Purpose: Identifies specific marketing campaignsExample Values:
- holiday_special - Seasonal promotional campaigns
- birthday_promotion - Special event campaigns
- product_launch - New product introduction campaigns
- summer_2025 - Time-based campaign identification
- Use consistent naming conventions across campaigns
- Include dates or periods for time-sensitive campaigns
- Keep names descriptive but concise
Medium
Medium
Purpose: Categorizes the marketing medium or channel typeBuilt-in Suggestions:
- cpc - Cost-per-click advertising
- email - Email marketing campaigns
- social - Social media posts and campaigns
- display - Display advertising and banners
- referral - Referral program tracking
- organic - Organic social media posts
- paid-social - Paid social media advertising
- affiliate - Affiliate marketing programs
Term
Term
Purpose: Tracks specific keywords or targeting criteriaExample Usage:
- iphone_15 - Product-specific keywords
- wireless_earbuds - Category targeting
- hotel_deal - Service-specific terms
- marketing_automation - B2B keyword targeting
Content
Content
Purpose: Differentiates between similar content or creative variationsExample Values:
- video_ad_short - Video advertisement variations
- popup_offer_button - Specific call-to-action elements
- banner_ad_1 - Creative testing and optimization
- header_cta - Placement-specific tracking
Analytics Integration
Google Analytics 4 (GA4) Integration
1
Configure GA4 tracking
- In the UTM Parameters section, find GA4 ID / GTM ID field
- Enter your Google Analytics 4 measurement ID (format: GTM-XXXXXXX or G-XXXXXXX)
- UTM parameters will be sent directly to your GA4 property
- Works even if destination pages don’t have GA4 tracking code
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Benefits of direct GA4 integration
Enhanced Tracking Capabilities:
- Bypasses Missing Tracking: Send data even without destination page analytics
- Consistent Attribution: Reliable campaign tracking across all touchpoints
- Immediate Data Flow: UTM parameters reach GA4 regardless of destination setup
- Complete Campaign View: Track full customer journey from Li2.ai to conversion
Google Tag Manager (GTM) Integration
GTM Support: Enter your Google Tag Manager container ID (GTM-XXXXXXX format) to send UTM parameter data directly to your GTM setup for advanced tracking configurations.
- Advanced Event Tracking: Trigger custom events based on UTM parameters
- Cross-Platform Attribution: Connect Li2.ai data with other marketing platforms
- Custom Dimension Tracking: Send UTM data to custom GA4 dimensions
- Enhanced E-commerce Tracking: Attribute transactions to specific campaigns
UTM Parameter Management
URL Construction and Preview
1
Automatic URL building
How UTM URLs Are Created:
- Li2.ai automatically appends UTM parameters to your destination URL
- Redirect Example shows the final URL users will visit
- Parameters are properly formatted and encoded
- No manual URL construction required
2
UTM overwrite settings
Allow UTM Overwrite Option:
- When Enabled: UTM parameters in short URLs override stored ones
- When Disabled: Stored UTM parameters always take precedence
- Use Case: Allows dynamic UTM modification for different campaigns using the same touchpoint
Campaign Tracking Strategy
Consistent naming conventions
Consistent naming conventions
Professional UTM Standards:
- Source: Use lowercase, standardized platform names
- Medium: Stick to common medium types (cpc, email, social, display)
- Campaign: Use descriptive, date-inclusive names
- Term/Content: Include specific identifiers for A/B testing
Multi-channel campaign coordination
Multi-channel campaign coordination
Campaign Organization:
- Consistent Campaign Names: Use same campaign parameter across all channels
- Channel-Specific Sources: Different sources for each platform (facebook, google, email)
- Medium Differentiation: Distinguish between organic and paid efforts
- Content Variations: Track different creative approaches within campaigns
- Compare performance across different marketing channels
- Understand which creative variations work best
- Track customer journey across multiple touchpoints
- Optimize marketing spend based on UTM attribution data
UTM Best Practices
Professional UTM Implementation
Naming Consistency
Standardized Format: Use consistent naming conventions across all campaigns for reliable reporting and analysis.
Documentation
Campaign Records: Maintain documentation of UTM strategies and naming conventions for team consistency.
Testing Approach
A/B Testing: Use Content parameter to test different creative approaches and optimize performance.
Analytics Verification
Data Validation: Verify UTM data appears correctly in Google Analytics for accurate attribution.
Strategic UTM Planning
1
Campaign structure planning
Before Creating UTM Parameters:
- Define campaign objectives and key performance indicators
- Plan naming conventions for consistent tracking
- Identify which parameters are essential for your analysis
- Consider how UTM data will integrate with existing analytics
2
Cross-channel coordination
Multi-Channel UTM Strategy:
- Use consistent campaign names across all marketing channels
- Differentiate sources clearly (facebook vs facebook_ads)
- Plan medium categories that align with your marketing mix
- Design content parameters for meaningful A/B testing
3
Performance monitoring setup
Analytics Preparation:
- Ensure GA4 or GTM integration is properly configured
- Set up custom reports for UTM parameter analysis
- Plan attribution models that leverage UTM data
- Create performance benchmarks for different UTM combinations
Current vs Future UTM Features
Available Now
Current UTM Capabilities:- Complete UTM parameter builder with guided suggestions
- Direct Google Analytics 4 and Google Tag Manager integration
- Professional UTM construction and validation
- UTM overwrite settings for flexible campaign management
- Real-time URL preview with UTM parameters
Coming Soon Features
Enhanced UTM Analytics: Future updates will include UTM parameter visibility within Li2.ai’s analytics dashboard, allowing you to track campaign performance directly in Li2.ai without needing external analytics platforms.
Li2.ai analytics UTM integration 🔄
Li2.ai analytics UTM integration 🔄
Planned Features:
- UTM Parameter Reporting: View UTM performance directly in Li2.ai analytics
- Campaign Attribution: Track which UTM combinations drive the most engagement
- Source/Medium Analysis: Compare performance across different traffic sources
- UTM-Based Filtering: Filter all analytics by specific UTM parameters
- Unified campaign tracking within Li2.ai interface
- Immediate UTM performance insights without external tools
- Enhanced campaign optimization based on integrated data
Advanced UTM features 🔄
Advanced UTM features 🔄
Future Enhancements:
- UTM Template System: Save and reuse UTM parameter combinations
- Bulk UTM Application: Apply UTM parameters to multiple touchpoints
- UTM Performance Alerts: Notifications for high-performing UTM combinations
- Advanced Attribution Modeling: Multi-touch attribution with UTM data
- Streamlined UTM management for large campaigns
- Automated optimization based on UTM performance
- Enterprise-level campaign attribution capabilities
Troubleshooting UTM Parameters
UTM data not appearing in analytics
UTM data not appearing in analytics
Common Issues and Solutions:Missing GA4/GTM ID:
- Verify GA4 ID or GTM ID is correctly entered
- Ensure ID format matches GTM-XXXXXXX or G-XXXXXXX
- Check that GA4 property is active and receiving data
- Review Redirect Example to verify UTM parameters are properly appended
- Ensure destination URL doesn’t already contain UTM parameters
- Check Allow UTM Overwrite settings if using dynamic UTMs
UTM parameter formatting
UTM parameter formatting
Best Practice Formatting:
- Use Lowercase: Avoid mixed case in UTM values
- No Spaces: Use underscores or hyphens instead of spaces
- Special Characters: Avoid special characters that might break URLs
- Length Limits: Keep UTM values concise for better URL management
- Use Li2.ai’s built-in suggestions when possible
- Test URLs in analytics platforms before large campaigns
- Verify UTM data appears correctly in GA4 reports
Related Topics
Analytics Overview
Understanding how UTM data enhances your overall analytics and campaign tracking.
Campaign Analytics
Using UTM parameters for comprehensive campaign performance analysis.
Advanced Touchpoints
Integrating UTM parameters into your touchpoint creation workflow.
Tags Management
Combining tags and UTM parameters for comprehensive campaign organization.
Ready to implement UTM tracking? Create a touchpoint with UTMs → or view your analytics →