Context

When running marketing campaigns or tracking website traffic sources, users need to understand how to create and track UTM parameters through Unify to measure attribution and engagement from different marketing channels.

Answer

Unify automatically captures UTM parameters from website visits and signups. Here's how to work with UTM tracking:

Creating UTM Links

Use the following format to create UTM-tagged links:

yourwebsite.com?utm_source=unify&utm_medium=email&utm_campaign=campaign-name

Supported UTM parameters include:

• utm_source - identifies the source of traffic (e.g., unify, reddit)

• utm_medium - identifies the marketing medium (e.g., email, ads)

• utm_campaign - identifies the specific campaign name

• utm_content - identifies specific content/versions within campaigns

• utm_term - useful for identifying keywords

• utm_id - for campaign IDs

Tracking UTM Data

To view and analyze UTM data in Unify:

When creating UTM-based audiences in Unify, it’s important to understand the temporal scope of your filters. By default, UTM‑based audiences include all historical data—anyone who has ever met the specified UTM criteria. To limit your audience to recent activity, add a time filter (e.g., “in the last 30 days”) when configuring the website sessions filter in the Audience Builder. This allows you to focus on companies that have engaged with your specific campaigns within your desired timeframe rather than including all historical UTM activity.

1. Use the website sessions filter in the filter builder

2. This can be accessed when creating an Audience or setting record match conditions for a Play

3. UTM parameters are visible within Company website session activity and can be used as company‑level filters in Audiences or Plays.

Alternative Tracking Method:

For campaigns targeting tech-savvy audiences where UTM tracking might be less reliable, you can create dedicated landing pages accessible only through specific campaign links. Contact your Unify representative to set up this tracking method.

Important Limitation: UTM Filters Are Company-Level Only

UTM parameter filters apply at the company level, not the individual (person) level.

This means:

• When using UTM parameters in the Audience Builder, the filter identifies companies whose website sessions include the specified UTM parameters.

• The “People” tab will show contacts associated with those companies.

• You cannot create an audience of individuals based on their personal UTM-based visit.

If you need person-level targeting, you will need to use other person-based filters (e.g., title, engagement activity, etc.).

UTM Parameters in Unify Emails

When using UTM parameters in Unify email campaigns, your links and UTM parameters are preserved exactly as written. Unify does not use link wrapping or redirects for click tracking. Instead, click tracking works when the destination page has the Unify tag installed, which means your original URL including all utm_* parameters remains intact and will be captured when users land on your page.