Measure a marketing campaign

If you want to know whether an ad, email, or social post actually sent people to your site, tag the links with UTM parameters. Fathom reads those tags and shows them in the UTM box at the bottom of your dashboard.

1. Tag your links

Build the URLs with our UTM builder (it works with Fathom and any other analytics tool that reads UTMs). A typical campaign URL looks like this:

https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale

Use the same utm_campaign value everywhere for that campaign, and vary utm_source / utm_medium so you can tell ads apart from emails. Do not put names, emails, or other personal data in UTM values. We strip personal data when we see it, and putting it in a URL can violate our terms.

2. Find the campaign on your dashboard

Scroll to the UTM box. You will see tabs for Campaign, Source, Medium, Content, and Term. Click a row to filter the whole dashboard to that campaign.

The UTM box shows every UTM that hit your site, including ones you didn’t create. If you see tags you don’t recognise, that’s usually someone else linking to you with their own parameters. See why you might see UTM parameters you didn’t make.

3. See whether the campaign converted

When a visitor arrives on a UTM-tagged link, their session is tied to that campaign. If they complete an event later in the same session, that completion is attributed to the UTM, even if it happens on a different page.

Filter by the campaign, then look at the Events box. That is your conversion count for that campaign. For more on how this attribution works, see UTMs and campaigns.

4. Save it as a view

If you will come back to this campaign often, save the filter as a view. Name it after the campaign so you can switch to it in one click from the filter menu.