Track UTM Parameters for Donation Forms

You can use Google Analytics and Google Tag Manager (GTM) to understand how donors reach your donation forms. By tracking UTM (Urchin Tracking Module) parameters, you can attribute donations to specific campaigns, sources, and mediums, such as email or social media.

Prerequisites

Before you track UTM parameters, confirm that:

  • Donation forms are connected to Google Analytics.

  • Donation forms are connected to Google Tag Manager.

  • You are familiar with the UTM parameters utm_source and utm_medium.

How UTM Tracking Works

UTM parameters are values included in a donation form URL. When a donor opens a form with UTM parameters, Google Tag Manager captures those values and sends them with donation form events to Google Analytics.

After Google Analytics processes the data, you can use reports to understand which campaigns lead to completed donations.

Important: When a donation form is embedded on your website, the UTM parameters in the webpage URL aren't passed to the form after a donor moves to another page. As a result, campaign attribution data may not be available for donation form events. To carry the source, medium, and campaign values to the form, add the attribution script to your website.