Newsletter sends
Two CTAs in the same email. ?utm_content=top vs ?utm_content=bottom. See which position drove more clicks (and, in turn, more purchases).
UTM campaigns
Measure what actually drove traffic.
Add ?utm_source=newsletter&utm_medium=email to every link in your newsletter. We group traffic by source, medium and campaign so you see exactly which send performed. Cookie-free, no JavaScript tag, no retargeting pixel.
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UTM campaigns · last 30 days
- newsletter / email · may-blast487 visitors
- instagram / social · summer-sale312 visitors
- google / cpc · brand-search198 visitors
- linkedin / social · b2b-webinar142 visitors
- partner / referral · swap-q289 visitors
Straight from the Spårlös dashboard.
Who uses this?
Three concrete scenarios from real customers. No generic "for marketers" filler.
Social channels
Post the same link on Instagram, LinkedIn, Bluesky. ?utm_source=instagram, =linkedin, =bluesky. Know which channel actually sends people to the site, not just generates likes.
Paid advertising
Tag Google Ads / Meta campaigns with utm_campaign=spring-2026-launch. Correlate against goal conversions to calculate ROI without relying on the ad platform’s own measurement.
How it works
01
Tag your links
Add ?utm_source=X&utm_medium=Y&utm_campaign=Z to the site link. A standard since the 90s. Works in every email tool, social scheduler and ad platform.
02
We parse the query param
On each pageview the tracker reads the query param and sends source/medium/campaign to us. We store them as their own columns in the events table for fast breakdowns.
03
Campaign view in the dashboard
/dashboard/sites/[siteId]/campaigns shows breakdowns per source, per medium, per campaign. The default view filters out untagged traffic so you see campaigns in isolation.
What you get
- utm_source / utm_medium / utm_campaign breakdowns
- utm_term + utm_content are stored too (for granular ad-copy analysis)
- Campaign page with isolated view (untagged traffic excluded)
- Date-range picker controls the history
- Correlate campaigns with goal conversions
- No query strings in the analytics pixel, we read your links directly
- Standard UTM format, compatible with every tool you already use
You own 100% of your data.
No Google, no AdTech, no retargeting pixels, no "business partners" making money off your visitors in the background. Just you and Spårlös.
No third parties watching
We have no business partners in the data path. No ad pixels, no affiliate trackers, no "analytics-on-analytics" services.
We never sell your data
Not to advertisers, not to AI models, not to marketers. Your traffic is not our revenue model. Your subscription is.
All hosted in the EU
ISO 27001-certified EU data center. Schrems II-safe. No US sub-processors. Swedish DPA included.
Frequently asked questions
Do I need to tag every link?+
No. Only links where you want to measure campaign attribution. Untagged traffic (Google, direct, social without utm) still counts and shows up in the regular "Sources" breakdown.
Which query params do you read?+
The standard 5: utm_source, utm_medium, utm_campaign, utm_term, utm_content. Other query params (?ref=, ?id=) we ignore for UTM tracking but they are kept in the URL column if you want to build your own queries.
Does it work with Google Ads auto-tagging (gclid)?+
Gclid is not UTM and is not interpreted by us (a deliberate privacy choice: gclid is a Google-specific identifier). For Spårlös: tag your Google Ads campaigns with utm_source=google&utm_medium=cpc&utm_campaign=NAME instead.
Is UTM data anonymous?+
Yes. The UTM params are text strings you control yourself. No visitor data is tied to the campaign beyond our regular aggregated visitor hash (cookie-free, rotated daily).
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