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Using UTM parameters
Using UTM parameters

Track your marketing efforts using UTM parameters

Jesse Langford avatar
Written by Jesse Langford
Updated over a week ago

Do you know where your traffic comes from? 

If you are trying to encourage signups though a variety of platforms (facebook, instagram, company website, ..etc) it helps to know which of them leads to the most signups.

That kind of knowledge will help you better understand how your customers interact with your platform, and also where to focus your efforts. If that all sounds interesting to you, then you've come to the right place.

When if comes to differentiating web traffic, the industry standard is UTM parameters.

This article wont go into too much detail about what UTM parameters are, just how you can leverage them with PassKit. If you would like a more in depth understanding of them, I have provided some links below to other resources.

How can I use UTM parameters with PassKit?

Let's say you just created a new membership program or coupon campaign. You want to distribute it over facebook, instagram, your companies website and you want customers to signup inside your store. All four have different user journeys and you want to understand which of them is the most effective. In a few simple steps, you can add UTM parameters to each of these and see the breakdown right inside your performance dashboard.

*** NOTE ***

If you have integrated with the PassKit api and are handling the signup process by yourself, you can add any UTM parameters to the object you are creating by setting the utm field in the passMetaData object. Links below for documentation:

Before you can leverage UTM parameters, you need to have the base url they will be appended too. You can find that url in the distribution tab in the web portal.

In this case my url is That will lead customers to my signup page, so this is where I want my UTM parameters.

Step 2: Add your UTM parameters

Now that you have the base URL, you can add the UTM parameters. It's quite easy to add them, I have linked below to a few free online URL builders to help:

My URL with Facebook UTM parameters:

My URL with Instagram UTM parameters:

Company Website:
My URL with company website UTM parameters:

In Store Signup:
In store signup is a bit different but it's still possible to track UTM parameters in an offline experience. The most conventional way to get users to sign up in store is by using QR codes that can be scanned by mobile devices. Linked below are some free online sites for creating QR codes. Just paste your entire url in and save the image.

My URL with company website UTM parameters:

My QR code:

All I need to do now is print this out and display it in my store.

These are just a few examples of how you can use UTM parameters to track where your traffic comes from. 

Step 3: Check your results

You can see a breakdown of your UTM sources in the performance dashboard. The bottom right pie chart shows the distribution by source. For the above example program, I signed up 1 customer through each UTM source.

You can see each of my UTM sources have been recorded and broken down for me. With that knowledge I can make better decisions about the resources I allocate to each platform to get the most signups.


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