If you’re running property email blasts, LinkedIn campaigns, or any other paid campaigns for your listings, UTM parameters give you a way to see exactly which channel or campaign is driving results.
What are UTM parameters?
UTM (“Urchin Tracking Module”) parameters are simple tags added to the end of a URL. These tags are picked up by platforms like Google Analytics, HubSpot, and the SharpLaunch Intelligence Dashboard to tell you where your visitors came from and why.
| Parameter | Purpose | Example |
|---|---|---|
utm_source |
The platform or referrer | linkedin, email, loopnet |
utm_medium |
The channel type | cpc, newsletter, referral |
utm_campaign |
The name of the campaign | gateway_launch, fall_outreach |
URL Example:
https://yoururl.com/listing-page?utm_source=SOURCE&utm_medium=MEDIUM&utm_campaign=CAMPAIGN
Replace UTM Parameters:
SOURCE with something like: linkedin, email, crexi
MEDIUM with cpc, newsletter, or referral
CAMPAIGN with an internal name like q3_office_launch
Naming conventions (keep it clean)
| Do | Don’t |
|---|---|
Use lowercase & underscores (fall_push_email) |
Use spaces or mixed case |
| Be consistent across channels | Change campaign names per platform |
| Keep it short but meaningful | Overcomplicate with long strings |
Common issues and fixes
| Issue | Solution |
|---|---|
| “?” appears twice in URL | Only use ? once—subsequent parameters need & |
| UTMs not showing in reports | Double-check that your final URL actually includes UTM tags |
| Confusing campaign data | Use consistent naming for better reporting clarity |
Frequently Asked Questions
Q: Do UTMs affect SEO?
No. UTM parameters don’t impact how search engines rank your pages.
Q: Are UTM parameters automatically included in SharpLaunch email campaigns?
Yes! All links are automatically tagged so you can track campaign performance without any setup.