Matomo Utm Parameter ◆

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).

Matomo supports the standard utm_* parameters, but also has its own legacy parameter: pk_campaign . matomo utm parameter

Matomo automatically concatenates utm_source and utm_medium into a single sourceMedium dimension (e.g., google / cpc ). This is visible in the report under “Campaigns.” As the campaign progressed, Emma noticed that Matomo

UTM stands for —a naming convention originally created by Urchin (acquired by Google). These parameters are query string variables appended to a URL. If you're transitioning from Google Analytics to Matomo

If you're transitioning from Google Analytics to Matomo Analytics, you likely rely on to track your marketing campaigns. The good news is that Matomo fully supports these tags, allowing you to measure the ROI of your emails, social posts, and paid ads with precision. What Are Matomo UTM Parameters?

Do not add UTMs to internal navigation links (e.g., from /blog to /product ). This will reset campaign attribution. Reserve UTMs for traffic sources.

Inconsistent naming breaks reporting. For example, utm_source=facebook , fb , Facebook , meta will appear as four separate sources.