Use Cases

Use UTM Parameters for Attribution and Audience Building

Google UTM parameters offer a simple method for tracking campaign results in both outbound and inbound campaigns. UTM parameters are a set of query parameters that can be added to any URL. When a user visits a URL with UTM parameters, the tags are automatically sent back to both Google Analytics for tracking and to your Lytics account for audience building or campaign reporting.

By creating a custom URL for each campaign, you will unlock several benefits, which this document will cover:

  • Attribution: Understand how your campaigns are contributing to overall marketing goals.

  • Build UTM Audiences: Build Lytics audiences targeting users who have engaged with your campaigns.

  • Leverage UTM Audiences: Push users who engage with UTM campaigns to the next campaign stage by creating an audience of users who have clicked on a campaign.


Using Google’s Campaign URL Builder, add the website URL, Campaign Source, Medium, and Name into the selected boxes (shown below).

google campaign url builder

For this example, the generated campaign URL is as follows: &utm_term=college&utm_content=resolutions

After you have generated a UTM campaign URL, you can use this URL for outbound or inbound campaigns in any channel. For example, you can use a campaign URL with a UTM parameter in outbound email sends, social media campaigns, or paid search campaigns.

Track Attribution in Google Analytics

If you already have Google Analytics set up, Google will automatically track incoming campaigns. You can view campaign performance under Acquisition > Source/Medium.

ga track attribution

You can further drill down to Ad Content if you used the utm_content parameters in the attribution step above.

ga drilldown ad content

Build UTM Audiences

By default, Lytics automatically ingests UTM parameters. There is no need for additional mapping or development. Go to the Lytics Audience Builder by navigating to Audience > Create New Audience and then select Custom Rule. Scroll down or start typing “UTM” in the search bar.

lytics utm audience

Add the Custom Rule to your audience. The audience will automatically retain all users who have clicked on a URL with that parameter.

Leverage UTM Audiences

You can utilize UTM parameters to create audiences of users who have clicked on campaigns, moving those users to the next stage of a journey.

For example, if you have used a UTM parameter to track which users have clicked on a specific email, display ad, modal, or social media campaign, you can create a Lytics audience of those engaged users. Then you can target that audience with a Facebook campaign that builds upon the messaging of the previous campaign.

You could also suppress existing customers from that audience so that you would only target users who have engaged with an outbound campaign, but who are not current customers. Refine your targeting further by using Lytics scores powered by data science to determine which users who clicked on a UTM campaign are the most engaged or look like your highest value users.

leverage lytics utm audience