UTM parameters

What UTM parameters are

UTM parameters are standard query string fields that analytics and attribution platforms use to identify the source and context of a click. When you add UTM parameters to a link's destination URL, every visitor who clicks that link carries that attribution context to your website, enabling tools like Google Analytics, Plausible, or your own backend to attribute traffic correctly.

Nimriz treats UTM parameters as first-class fields-not just appended query strings. They are stored as structured metadata on the link and managed through a dedicated builder interface.

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The five standard UTM fields

All five fields are optional. Use only the fields that are meaningful for your tracking setup.

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Adding UTM parameters to a link

When creating or editing a link, expand the UTM & tracking section in the form.

1. Fill in whichever UTM fields apply.
2. Nimriz appends the fields to the destination URL in the canonical order: utm_source, utm_medium, utm_campaign, utm_term, utm_content.
3. Empty fields are dropped-they do not appear in the final URL.
4. The final destination URL shown in the preview reflects the combined result.

Example: A link to https://example.com/landing with utm_source=twitter and utm_medium=social will redirect visitors to:

https://example.com/landing?utm_source=twitter&utm_medium=social

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Custom query parameters

In addition to the five standard UTM fields, Nimriz lets you define custom query parameters-additional key/value pairs that Nimriz stores as part of the link's destination metadata.

Custom query parameters behave like UTM fields in that Nimriz:

• Stores them as structured metadata (not just as part of the raw URL string).
• Includes them in the final destination URL alongside UTM fields.
• Carries them through imports and exports with explicit columns.

Custom query parameters appear after the standard UTM fields in the final URL.

When to use custom query parameters:

• Your analytics platform uses a non-standard attribution field (e.g., ref, affiliate_id, partner).
• You need to pre-populate form fields or personalization tokens on your landing page.
• You use a pixel or event tracking system with its own parameter convention.

When not to use custom query parameters:

• For parameters that should be forwarded from the visitor's original click URL at redirect time-that is query forwarding, a separate feature.

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UTM presets

UTM presets let you save a combination of UTM fields and custom parameters and apply them to any link with one click.

Creating a preset

1. Go to Library → UTM presets in your workspace.
2. Click New preset.
3. Fill in the UTM fields and any custom parameters you want to include.
4. Give the preset a name (visible only within your workspace).
5. Click Save.

Blank values in presets

A preset field can be saved with an empty value. This is useful when you want the parameter key pre-populated in the link creation form but need to fill in the value per-link.

For example, a preset with utm_campaign blank will pre-fill the campaign field as empty, prompting the creator to type the campaign name before saving the link. The empty field is not included in the final URL until a value is provided.

Setting a default preset

You can mark one preset as the workspace default. When team members create a new link, the default preset's fields are pre-applied. This ensures consistent UTM tagging across your team without manual setup.

To set a default: go to Library → UTM presets, find the preset, and mark it as default.

Applying a preset

When creating or editing a link, select a preset from the Apply UTM preset dropdown. The preset's fields are applied to the current form. You can then adjust individual fields without affecting the stored preset-the preset is applied as a starting point, not a live link.

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Canonicalization rules

Nimriz normalizes UTM fields before storing and serving them:

• Key names are lowercased. UTM_SOURCE becomes utm_source.
• Blank values are dropped. Empty UTM fields do not appear in the final URL.
• Duplicate keys are resolved with last-write-wins if the same key appears multiple times.
• Field order in the final URL is always: standard UTMs first in the canonical order (utm_source, utm_medium, utm_campaign, utm_term, utm_content), then custom query parameters in stable key order.

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Current vs historical reporting

Nimriz distinguishes between a link's current UTM state and historical click-time UTM values.

Current state

The UTM fields stored on the link record represent the link's current configured values. When you edit a link's destination or UTM fields, the current state updates immediately. Future clicks will carry the new values.

Historical attribution

When a visitor clicked a link in the past, the UTM values that were active at that exact moment are captured as part of the click event and stored permanently. Editing the link's UTM fields after a click does not retroactively change the attribution context for those historical clicks.

This means:

• Your link detail analytics and exports show click-time UTM values for historical data.
• Changing utm_campaign on a link today does not reassign old clicks to the new campaign.

This design ensures your historical attribution data is accurate and immutable.

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Import and export

CSV import

When importing links from a CSV file, Nimriz accepts explicit columns for each UTM field:

CSV export

The link catalog CSV export includes all UTM fields and custom parameters as explicit columns, preserving the current state of each link.

Analytics exports (click-level data) include the click-time UTM values as captured at the moment of each click-not the link's current state.

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Troubleshooting

UTM parameters are not appearing on my destination URL

• Confirm you filled in the UTM fields in the link creation form, not just in the destination URL manually. If you add UTM parameters directly to the destination URL paste field, Nimriz may treat them as part of the raw URL without recognizing them as managed UTM fields.
• Check that the fields were not blank-blank UTM fields are dropped from the final URL.

The UTM fields I set are not showing in analytics

• Your web analytics tool (Google Analytics, Plausible, etc.) needs to read UTM parameters from the landing page URL. Confirm the redirect is reaching the destination with the UTM parameters intact.
• If using strict privacy mode in Nimriz, remember that Nimriz analytics tracks the click-the UTM data flows to your destination analytics tool, not directly into the Nimriz analytics dashboard.

A preset is not applying all its fields

• If a field in the preset has a blank value, it will appear empty in the form after applying-this is intentional. Fill in the blank value before saving the link.

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Related guides

• Link creation and slugs
• Spaces and tags
• Analytics and privacy
• Integration patterns