Getting Started with UTMs
Getting Started with UTMs UTM stands for Urchin Tracking Module. UTMs are small text snippets added to the end of a URL to track where website traffic comes from. They were first introduced with Google Analytics’ predecessor, Urchin, and are now supported by nearly all analytics tools, including Spectacle.
Safari Broke GCLID. Google’s Fixes, Session Attributes, and What Spectacle Is Doing About It
Safari’s privacy changes broke GCLID tracking. Google’s fixes with GBRAID, WBRAID, and session_attributes are finally landing. Here’s what we learned, the conflicts we saw, and how Spectacle now captures cleaner conversion data for better ad performance.
UTM Parameters FAQ: 30 Clear Answers for Marketers
UTM parameters are the simplest way to make every click count. This FAQ distills 30 clear, practical answers covering everything from required fields and channel naming to redirects, link shorteners, GA4 channel grouping, and CRM capture.
UTM Campaign Tracking Guidelines for 2025
UTM parameters (“Urchin Tracking Module”) are URL tags that attribute visits and conversions to specific sources, mediums, and campaigns. Use consistent, lowercase values (e.g., utm_source=google, utm_medium=cpc, utm_campaign=spring_sale_2025). Tag only external links, leverage utm_content for variants, and analyze results by funnel stage and attribution model.
Send Stripe conversions to Google Ads
Most Google Ads campaigns optimize for form submissions, demo requests, or trial signups—proxy metrics that don't reflect actual business value. A campaign generating leads at $15 each might appear efficient, but if those leads rarely convert to paying customers, the true cost per acquisition could be significantly higher