One day, Emma's team launched a new marketing campaign across various channels, including social media, email, and paid advertising. To measure the campaign's performance, they used UTM parameters – specifically, utm_source , utm_medium , utm_campaign , utm_content , and utm_term . These parameters allowed Matomo to identify the source, medium, campaign, content, and term associated with each visitor.
Once UTMs are implemented, Matomo provides dedicated reports under .
: Be aware that if CNIL compliance (consentless tracking) is strictly enabled, campaign parameters may be stripped to protect user privacy. How to build campaign tracking URLs FAQ - Reports - Matomo
UTM parameters are not considered personal data by themselves. However, Matomo allows you to:
As the campaign progressed, Emma noticed that Matomo was collecting data on the UTM parameters, but she wasn't sure how to make sense of it all. She wanted to know which channels were driving the most conversions, which ad creatives were performing best, and which campaigns were yielding the highest return on investment (ROI).
Compass
41 The Plaza
Locust Valley, NY 11560
The Dee Dee Brix Team