What are UTMs and how can I use them in my experience?

Track the traffic sources on your game with precision thanks to UTMs.

1. What are UTMs for?


UTMs are variables transmitted in the URL that allow to precisely track traffic and users origin.


These UTMs are optional but they allow a better analysis precision of traffic sources.


Generally, it’s possible to find the results of these UTMs in GoogleAnalytics or in a third-party platform capable of processing them.


2. The different types of UTMs


There are several types of UTMs that will allow you to be more precise in identifying traffic sources. Here are the more frequent ones:



This UTM qualifies the channel traffic source.

Example: Newsletter, Google, facebook, twitter, linkedin…




This one completes the UTM_source as it specifies the origin of the traffic.

Example: Email, social, cpc…




This UTM allow to identify on which component the link as been set or from which ad it comes from.

Example: CTA, image, story_ads…




This UTM allows you to associate a link to a marketing campaign.

Example: christmas_campaign_2022


It’s up to you to decide what you want to write in the UTMs, examples above are only good practices to apply. These UTMs are optional so you can add only one, 3 or even 4 of them. This will depend on the level of precision you require.

3. Concrete example of UTMs


You create a newsletter in which several elements redirect towards your website url (a CTA button and a logo).

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Here are the UTMs that you should add at the end of the url:

CTA button: www.fastory.io?utm_source=newsletter&utm_medium=email&utm_content=cta&utm_campaign=article_christmas

Logo: www.fastory.io?utm_source=newsletter&utm_medium=email&utm_content=logo&utm_campaign=christmas

The tool campaign url builder is an excellent one to help you build your url without making mistakes.

4. UTMs in Fastory


You’re launching a game and want to precisely track the traffic?

  • Go to the editor of your game

We generated UTM_sources by default per each channel used.

Copy-paste the link you’re interested in and share it as it is in your marketing channel. You can also add other UTMs if needed.

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5. Analysis of the results

  • Go to the analytics page
  • Then in users

You’ll find 4 graphs displaying the results per type of UTM:

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  • Go to Audience
  • Display the columns and export the csv

You can now identify where does each user come from

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