Campaign Tracking Parameters

Blueshift allows you to include standard UTM parameters as well as custom

Adding UTM parameters allows you to gauge the effectiveness of your campaigns and identify the best ways to drive more visitors to your website.

Types of UTM Parameters:

  • UTM Source - the source of your traffic. For example: Blueshift
  • UTM Campaign - the campaign name. For example: Abandoned Browse
  • UTM Medium - the medium the link was used on such as: email, CPC, etc.
  • UTM Content - optional parameter for additional details for A/B testing and content-targeted ads
  • UTM Term - optional parameter suggested for paid search to identify keywords for your ad

You can also specify liquid variables in these parameters to use dynamic values for things like:

  • A user attribute or an attribute from a recommendation
  • An external fetch
  • An event
  • Or a transaction

You can specify a liquid variable for one or more UTM parameters. When the message is rendered, these variables are replaced with actual values for a specific customer. You can then slice and dice your campaign performance using these attributes on a third party analytics platform like Google Analytics. For example, if you use content = {{user.gender}}, you can see how your campaign performed for men compared to women using the content param.


Custom Parameters

In addition to standard UTM parameters, you can also include custom URL tracking parameters. You may also include Liquid variables in values, like the user's customer_id.


Tracking parameters set in the campaign do not overwrite those in template. They only get added to links if they don't have those parameters.



Blueshift easily enable you to segment users based on Campaign Tracking Parameters


1. Traffic source (first utm params)

Blueshift stores the traffic source information on all your web traffic, the Traffic source tab allows you to segment user's based on how they were acquired via traffic source attributes.

You can also set these attributes by uploading them as User Attributes, please find the mapping below between user attribute names and the display name



User Attribute Display Name
first_utm_campaign Campaign
first_utm_medium Medium
first_utm_source Source
first_utm_content Content
first_utm_term Term


If a new user gets created in Blueshift, we set the traffic source params to the first utm params we see for the user.




2. User Attributes (last utm params)

Blueshift stores the last/recent traffic source information on all your web traffic, the User Attributes tab source tab allows you to segment user's based on the last/recent traffic source

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