“UTM tags” report

This report includes statistics on UTM tags if you use them with links to your site.

To view the report: Reports → Standard reports → Sources → UTM tags.

Ways to use this report

Yandex.Metrica uses UTM tags to determine various traffic sources and creates reports based on the information received, such as clicks-throughs from messengers and social networks.

You can use the “UTM tags” report if you placed several links to your website on other resources or included them in an email newsletter. The tags helps you tell them apart.

#section with the first link
#first link to your website

#section with the second link
#second link to your website

If you want this data to be properly reflected in your report, it's important to create your tag correctly.

Report structure and settings

Information in the report is grouped based on the tag's “attribute-value” pair. The report supports all settings available in Yandex.Metrica.

Questions and answers

Are values passed in UTM tags case-sensitive?

Yes. Yandex.Metrica distinguishes the case that the UTM tag value is specified in. For example, utm_source=Instagram and utm_source=instagram are different tags. This affects the display of information in Yandex.Metrica reports and uploading and deleting data on ad campaign expenses. To check the tag values already used in Yandex.Metrica, see the UTM Tags report.

Select a question to find a solution.

Yandex.Metrica receives information about different advertising systems from labels, which are parameters in the ad's link. If an ad system doesn't add a special label to your link, you can manually form the link using the UTM or Openstat label. For the complete list of values, see the "Advertising systems" report section.