How Do UTMs and UTM Conventions Actually Work?

From the basics of UTM’s, to their advanced conventions


Having a solid UTM parameters strategy is the cornerstone of successful measurement of your marketing activities. Unfortunately, many advertisers and marketers do not start out with a good plan when building their UTM tracking.

There is no set structure that’s followed by the team so the data is messy and difficult, if not impossible, to stitch together and gain meaningful insights from.

From basic UTM hygiene, to advanced UTM conventions, if you want to have reliable reporting to prove the success of your campaigns you need to have a solid plan before getting started.

No one wants to spend hours rummaging through their advertising accounts or analytics platforms because they have to drill into every “campaign” to see the goal, product or targeting of that data set.

Download the Presentation.


  • 00:00 Introductions & About Funnel
  • 03:23 About
  • 05:18 A few things we’ll cover in during the webinar
  • 06:09 What are UTMs?
  • 14:38 Why UTMs & conventions are so important
  • 21:29 Advanced UTM structures
  • 25:35 Best practices & examples
  • 30:42 Common mistakes made by marketers
  • 36:28 Q&A


Megan Lozicki

Customer Marketing Manager, Funnel

Megan will be hosting the webinar. She has been at Funnel for just over 2 years, starting on the Customer Success team and now focusing on Customer Success and Advocacy from the Marketing side of things.

Dan McGaw


Dan McGaw is an award-winning entrepreneur and speaker. He is the founder and CEO of, a UTM spreadsheet killer, and data governance tool used by Shopify, Unilever,, and more.

Named one of the godfathers of marketing technology and one of the original growth hackers, Dan has decades of experience. Before founding, Dan succeeded Neil Patel as the head of marketing at Kissmetrics and since then has gone on to start multiple successful ventures in the marketing analytics industry.