Non Paid Media Tagging

While we have established guidance for tracking paid media, non-paid or non-traditional paid advertising channels (such as organic search, organic social, or email) can also benefit from URL tagging. Using UTM parameters provides greater reporting granularity and visibility, while also enabling you to create and use custom traffic sources.

Supported UTM Parameters
`utm_source`
`utm_medium`
`utm_campaign`
`utm_term`
`utm_content`

We also support custom tracking parameters that are present on your landing page URL. These can be used to configure Custom Source mappings, allowing you to capture and report on additional traffic sources beyond standard UTM parameters.

We recommend using UTM parameters whenever you are running specific organic activities, such as campaigns on Meta or email marketing. This ensures greater visibility and more detailed reporting within your analytics.