Build your campaign link
The URL or deep link you want to track
*Required UTM Parameters
Where the traffic came from
Type of marketing channel
Campaign name or ID
Optional UTM Parameters
Keywords in paid search campaigns
Distinguish different ads in the same campaign
✓Generated Campaign Link
Your campaign link will appear hereSee how your campaign link behaves
Your campaign link behaves differently depending on the platform. Here's what happens on iOS, Android, and web:
🍎iOS Behavior
On iOS, if your app supports Universal Links:
- 1iOS checks if the domain is associated with your app (via AASA file)
- 2If associated, the app opens directly with UTM params intact
- 3If not associated, link opens in Safari mobile browser
- 4UTM data is captured in your analytics dashboard
What are UTM parameters?
UTM (Urchin Tracking Module) parameters are simple text tags you add to URLs that help you track the performance of your marketing campaigns. They tell your analytics platform where traffic came from, what channel it used, and which campaign it belonged to.
Before UTM Parameters
https://example.com/productsYou can see that traffic came to your site, but have no idea which campaign drove it or what channel it came from.
With UTM Parameters
https://example.com/products?utm_source=facebook&utm_medium=paid&utm_campaign=summer_saleNow you know the traffic came from Facebook, via paid ads, as part of your summer sale campaign.
📍utm_source
Identifies where the traffic came from. Required.
📢utm_medium
Describes the type of marketing channel. Required.
🎯utm_campaign
Names the campaign for analysis. Required.
🔑utm_term
Identifies paid search keywords. Optional, mainly for PPC campaigns.
🏷️utm_content
Distinguishes different ads or versions within a campaign. Optional, useful for A/B testing.
UTM parameters with mobile deep links
UTM parameters work perfectly with mobile deep links. When you add UTM parameters to a deep link, your app receives the campaign tracking data, allowing you to understand which campaigns drive the most valuable traffic.
Mobile Deep Link with UTM Parameters
Example 1: iOS Universal Link
https://myapp.example.com/products/shoes?utm_source=instagram&utm_medium=paid&utm_campaign=summer_saleExample 2: Android App Link
https://myapp.example.com/checkout?item=shoes&utm_source=google&utm_medium=cpc&utm_campaign=q1_2024Example 3: Custom Scheme Deep Link
myapp://products/shoes?utm_source=email&utm_medium=newsletter&utm_campaign=weeklyMobile App Tracking Flow
- 1.User sees your ad (Instagram, email, etc.)
- 2.They tap the deep link with UTM parameters
- 3.Your app receives the full URL with UTM data
- 4.Your analytics SDK captures the UTM parameters
- 5.Data is sent to your analytics platform (GA4, Mixpanel, etc.)
- 6.You can measure campaign ROI and optimize future campaigns
Why UTMs Matter for Apps
- ✓Track which campaigns drive the most installs
- ✓Measure the quality of traffic from each source
- ✓Optimize ad spend across channels
- ✓Build cohorts of users from specific campaigns
- ✓Understand user retention by acquisition channel
UTM best practices for mobile apps
1. Use consistent naming conventions
Establish a naming standard for your organization and stick to it. Use lowercase, avoid spaces, and use underscores or hyphens to separate words.
Good Examples:
2. Never use spaces or special characters
Spaces and special characters can break URLs or get encoded differently across platforms. Always URL-encode parameters properly.
Bad:
Good:
3. Document your UTM strategy
Create a shared document with your team defining what each UTM parameter means. This ensures consistency and makes reporting easier.
Example UTM Strategy:
- utm_source: Which platform (google, facebook, email, etc.)
- utm_medium: Channel type (cpc, organic, email, social, referral)
- utm_campaign: Campaign identifier (summer_sale, q2_launch, etc.)
- utm_content: Test variant (banner_v1, email_variant_a, etc.)
4. Test UTM parameters before launching
Use the Deep Link Tester tool to verify that your UTM parameters are being captured correctly by your app.
Test your deep links →5. Keep UTM parameters short
Long URLs can be ugly and hard to share. Some platforms have URL length limitations. Keep values concise while still being descriptive.
6. Don't over-complicate the structure
You don't need to include every bit of metadata in UTM parameters. Focus on the main dimensions you'll actually analyze and act on.
Build and track campaigns at scale
Use Redirectly to build, manage, and track all your campaign links in one place:
Frequently asked questions
What are UTM parameters?
UTM (Urchin Tracking Module) parameters are text tags you add to URLs to track campaign performance. They help your analytics platform understand where traffic came from, what marketing channel it used, and which campaign it belonged to.
How do UTM parameters work with mobile deep links?
When a deep link with UTM parameters is tapped, your app receives the full URL including the UTM data. Your analytics SDK then captures these parameters and sends them to your analytics provider for tracking.
What UTM parameters are required?
The three essential parameters are utm_source (where traffic came from), utm_medium (type of marketing channel), and utm_campaign (campaign name or ID). The other two parameters (utm_term and utm_content) are optional.
Can I use the same UTM parameters across web and app links?
Yes! Using consistent UTM parameters across web and app campaigns helps you track user behavior across different channels. Your analytics platform will combine the data for a holistic view.
How do I view UTM data in my analytics platform?
This depends on your analytics platform (GA4, Mixpanel, Amplitude, etc.). Most platforms have built-in reports for UTM parameters. Your mobile analytics SDK automatically captures and sends the UTM data from deep links.