How it works
When a visitor lands on your site with UTM parameters in the URL, Measr stores the full query string on the first page view of that session. The dashboard parses three standard parameters and displays each as a breakdown table:
| Parameter | Dashboard table | What it answers |
|---|---|---|
utm_source | UTM Source | Where did the visitor come from? (google, linkedin, newsletter) |
utm_medium | UTM Medium | What type of traffic? (cpc, email, social, referral) |
utm_campaign | UTM Campaign | Which campaign? (spring-sale, product-launch, weekly-digest) |
Tagging your URLs
Add UTM parameters to any link that points to your site. The standard format:
https://yoursite.com/page?utm_source=SOURCE&utm_medium=MEDIUM&utm_campaign=CAMPAIGNTypical values per channel:
# Google Ads
https://yoursite.com/?utm_source=google&utm_medium=cpc&utm_campaign=brand-awareness
# Newsletter
https://yoursite.com/new-feature?utm_source=mailchimp&utm_medium=email&utm_campaign=april-newsletter
# LinkedIn post
https://yoursite.com/?utm_source=linkedin&utm_medium=social&utm_campaign=product-launch
# Partner referral
https://yoursite.com/?utm_source=partnerblog&utm_medium=referral&utm_campaign=guest-postBuild tagged URLs with Trakr
Hand-writing UTM parameters works, but it is where typos, mixed case, and inconsistent names creep in. Trakr is a free campaign URL builder from Creative Data Engineers, the team behind Measr. You define your naming rules once, and every URL your team builds follows them. Trakr also keeps a history of the links it generates, so the campaign names in your Measr tables match the links you actually shipped.
Why this matters for your dashboard: the UTM tables group by exact value. A team that builds links by hand produces spring-sale, Spring-Sale, and spring_sale as three separate rows. A team that builds links through one rule set produces one row per campaign.
Build tagged URLs with Trakr →
Reusing existing campaign links
If you already tag URLs for Google Analytics (GA4), those same links work with Measr. The UTM parameter standard is universal: Measr reads the same parameters GA4 does. No changes to your existing links, ad platforms, or email tools required.
What happens to utm_content and utm_term
Measr stores the full query string, including utm_content and utm_term if present. The current dashboard parses and displays utm_source, utm_medium, and utm_campaign. Support for utm_content and utm_term breakdowns is planned for a future release.
Sessions without UTM parameters
Visitors who arrive without UTM parameters are attributed by referrer:
- Direct: no referrer (typed URL, bookmark, or app link)
- Referrer domain: the referring website's hostname (e.g.
google.com,twitter.com,partnerblog.com)
The Traffic & Acquisition section shows both the referrer sources table and the UTM breakdown tables. Use referrers for organic traffic attribution and UTM parameters for campaign-tagged traffic.
Naming conventions
Measr stores UTM values exactly as they appear in the URL. Use consistent, lowercase naming to keep your dashboard tables clean:
| Do | Don't |
|---|---|
utm_source=google | utm_source=Google |
utm_medium=cpc | utm_medium=CPC or utm_medium=paid-search |
utm_campaign=spring-sale | utm_campaign=Spring Sale 2026 |
Spaces, mixed case, and inconsistent naming create duplicate rows in your breakdown tables. Pick a convention and stick to it.
Frequently asked
Do my existing GA4 campaign links work with Measr?
utm_source, utm_medium, and utm_campaign parameters GA4 does. No changes to your links, ad platforms, or email tools required.Which UTM parameters does the dashboard show?
utm_source, utm_medium, and utm_campaign as three tables. Measr stores the full query string, so utm_content and utm_term are captured too; breakdown tables for them are planned for a future release.How are visitors without UTM parameters attributed?
Why do I see duplicate rows like google and Google?
google and Google are two different rows. Use consistent lowercase naming, or use a URL builder like Trakr that enforces one convention across your team.