> ## Documentation Index
> Fetch the complete documentation index at: https://help.askfunnel.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Track campaigns with UTM links and see where a lead came from
> Add UTM tags to your links, then see the source, medium and campaign of every lead and visitor.
If you run ads or send emails, you want to know which one brought each lead. You do that with **UTM tags**: short labels you add to the end of your funnel link. When someone clicks the link, AskFunnel reads the tags and keeps them with the visit, so you can see the source, the medium and the campaign of every lead, and compare your campaigns in your analytics.
There is nothing to switch on in AskFunnel. You add the tags to your link, and AskFunnel does the rest.
**Before you start**, you need:
* A published funnel and its link. See [Find and share your funnel link](/funnels/share-your-funnel).
* To read the results, a role that can see leads and analytics: Global Admin, Workspace Admin or Contacts Manager.
## Important to note
* The tags must be on the link people click. AskFunnel cannot add them for you, and a link without tags shows its leads as coming from the site that sent them, or as **Direct / Unknown**.
* AskFunnel reads the tags when a visitor first opens your funnel and keeps them until that visit ends, even though the next pages have no tags in the address.
* If your funnel uses a cookie banner, a visitor who does not accept analytics cookies is left out of your campaign charts, and their tags are not sent to connected webhooks. The lead still keeps its tags on the **Tracking** tab. See [Cookies and consent](/funnel-settings/cookies-and-consent).
* Keep personal details, such as an email address, out of your tags.
## The five UTM tags
You add them to your link one after the other, each written as a name, an equals sign and a value.
| Tag | What it answers | Example |
| - | - | - |
| `utm_source` | Where did the visitor come from? | `facebook`, `instagram`, `newsletter` |
| `utm_medium` | What kind of channel is it? | `paid_social`, `email`, `cpc` |
| `utm_campaign` | Which campaign is it? | `spring_open_house` |
| `utm_term` | Which keyword was it? Optional. | `home_valuation` |
| `utm_content` | Which ad or version was it? Optional. | `video_ad_a` |
Start with `utm_source`, `utm_medium` and `utm_campaign`. Add the other two only if you need them.
## Add UTM tags to your link
Copy the link of your live funnel. Your link looks like this:
`https://summit-realty.askfunnel.com/home-valuation-x7k2m9p4qa`
If you use your own domain, the link starts with your domain. See [Connect your custom domain](/funnel-settings/custom-domain).
Type a question mark (**?**) after the link, then your tags with an ampersand (**&**) between them. For example:
`https://summit-realty.askfunnel.com/home-valuation-x7k2m9p4qa?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_open_house`
If your link already has a question mark, add your tags with an ampersand instead. Write the tag names in lowercase, and write the values the same way every time, for example always `facebook`, never `Facebook` in one link and `facebook` in another.
Use it as the destination of your ad, your email button or your bio link. Make one link for each source and campaign, so the results stay separate. Many ad platforms also have a field for URL parameters in the ad setup, where you can paste the tags instead of adding them to the link.
1. Open the tagged link in a private browser window.
2. Go through your funnel and submit the form with details you will recognize.
3. In the dashboard, open your funnel's **Leads** tab and open your test lead.
4. Click the **Tracking** tab. Check that **Source** shows the source you typed after `utm_source`, and that **UTM parameters** lists your tags. AskFunnel may show a known source with a capital letter, so `facebook` appears as **Facebook**.
## Where you see the results
* **On every lead.** Open a lead and click **Tracking**. **Source** shows the `utm_source`, with the medium and campaign next to it. **UTM parameters** lists every tag. Sources AskFunnel knows, such as Facebook, Google and Instagram, show with their brand name, and other values show as you typed them. The medium next to the source can start with a capital letter, for example **Paid\_social**, while **UTM parameters** shows it as you typed it. With no `utm_source`, AskFunnel shows the website the visitor came from, or **Direct / Unknown**. See [See where a lead came from](/analytics/lead-insights).
* **In your funnel analytics.** **Top traffic sources** ranks your sources by visitors, with the conversion rate of each. The card names your four biggest sources and groups the rest in one row, such as **3 other sources**. Open the card full screen to see every source. Use **Group traffic sources by** to switch between **By source**, **By medium**, **By campaign**, **By referrer**, **By country** and **By browser language**. See [Read your funnel analytics](/analytics/funnel-analytics).
* **In Google Sheets.** Keep **Include UTM parameters and referrer** on in the Google Sheets settings to add them to each row. See [Send leads to Google Sheets](/integrations/google-sheets).
* **In HighLevel.** Match a tag, such as **UTM source**, to a HighLevel field. See [Send your leads to HighLevel](/integrations/highlevel).
* **In a webhook.** The tags arrive in the `attribution` part of each lead. See [What AskFunnel sends](/integrations/webhook-reference).
* **On another page.** A button can pass the tags on to a booking page or another website. See [Pass UTM and custom URL parameters on to another page](/funnels/forward-url-parameters). You can also show a tag inside your funnel text. See [Personalize your funnel text with variables](/funnels/personalize-with-variables).
## How do I know it is working?
* Your test lead shows the source, medium and campaign you typed.
* In **Analytics**, **Top traffic sources** shows your campaign after a few visits, instead of **No data for this dimension**.
## Troubleshooting
The visitor arrived without tags and without a known referrer (the website that sent them). Check that the link you shared has the tags, and open it yourself to test. Link shorteners, redirects and some apps drop the part after the question mark, so test the exact link you use in your ad or message.
The card also says **Tag your campaign URLs with UTM parameters to see attribution here.** No visitor has arrived with a `utm_source` yet, or the visitors did not accept analytics cookies on a funnel with a cookie banner. Tag your links, test them, and give it a little time. Until then, try **By referrer** to see where visitors come from.
The tags are saved exactly as you typed them, so `Facebook` and `facebook` can look like two sources. Write your tags the same way every time.
Tags only reach a webhook when the visitor allowed analytics. On a funnel with a cookie banner, a visitor who did not accept analytics cookies arrives without tags in the webhook, although the lead still shows them on the **Tracking** tab.
The two tools count in different ways. See [Why your lead and analytics numbers differ](/analytics/why-numbers-differ).
## What to do next
Read a lead's source, device and time on your funnel.
Compare your campaigns and find where visitors leave.
Connect Meta Pixel to see which ads bring leads.
Choose when tracking starts for your visitors.
Need help? Email [support@askfunnel.com](mailto:support@askfunnel.com).