Fastory Studio
What are UTMs and how do I use them on my experience?
Learn what UTM parameters are, the different types available, and how to use them to track exactly where the traffic to your Fastory experience comes from.
1. What are UTMs for?
UTMs are variables added to the end of a URL that let you precisely track traffic and where your users come from.
These UTMs are optional, but they give you much greater precision when analyzing your traffic sources. You can view their results in Google Analytics or in any analytics platform capable of detecting them.
2. The different types of UTMs
There are several types of UTMs that allow you to be as precise as possible when identifying a traffic source. Here are the most common ones:
utm_source
Identifies the source channel of the traffic. Examples: newsletter, google, facebook, x, linkedin.
utm_medium
Combines with utm_source to specify where the traffic comes from. Examples: email, social, cpc.
utm_content
Identifies the component where the link was placed or the ad the traffic comes from. Examples: cta, image, story_ads.
utm_campaign
Links the URL to a marketing campaign. Example: campagne_lancement_2026.
You define your own UTM naming convention: the examples above are simply best practices. You can add a single UTM or three or four, depending on the level of precision you need.
3. Concrete example
You create a newsletter in which two elements point to your experience: a CTA button and a logo. Here are the UTMs to add to the end of each link to tell them apart:
- CTA button: https://story.tl/mon-jeu?utm_source=newsletter&utm_medium=email&utm_content=cta&utm_campaign=lancement_2026
This way, you'll know exactly which element of the newsletter generated each visit.
4. The default links in the Publish tab
The links available in the Publish tab of your experience are default links made up of the game URL and a pre-filled utm_source, which you can share as they are. You can also build your own links with the UTMs of your choice.
5. Tip
Google's Campaign URL Builder tool is a great way to build your URLs with UTMs without making syntax errors.
FAQ
What is a UTM for on a Fastory experience?
A UTM is a variable added to the end of your experience URL that lets you identify exactly where each visitor comes from: channel, campaign, link placement.
Where can I view the results of my UTMs?
In Google Analytics or in any analytics platform that detects UTMs, provided you have set up your tracking on the experience.
What is the difference between utm_source and utm_medium?
utm_source identifies the specific channel (facebook, newsletter, google), while utm_medium describes the type of traffic (social, email, cpc). The two combine to refine your analysis.
How many UTMs should I add to a link?
It's up to you: a single utm_source can be enough, but combining source, medium, content, and campaign allows for a much finer analysis.
Do the links in the Publish tab already contain UTMs?
Yes, the default links in the Publish tab already include a utm_source. You can use them as they are or build your own links.
How can I avoid syntax errors in my UTMs?
Use Google's Campaign URL Builder tool, which automatically assembles your URL with the correct separators (? and &).