> ## Documentation Index
> Fetch the complete documentation index at: https://docs.inploi.com/llms.txt
> Use this file to discover all available pages before exploring further.

# UTM and campaign tracking

> How to tag job posting links with UTM parameters, align them with your existing campaign taxonomy, and view performance in Studio Insights.

inploi captures UTM and campaign parameters automatically from the URLs candidates click to reach your careers site. No extra setup is required in Studio. Once parameters are in place, they flow through to the **Sources** and **Campaigns** views in Studio Insights.

## Supported parameters

All five standard UTM parameters are supported:

| Parameter      | Purpose                          | Example value                            |
| -------------- | -------------------------------- | ---------------------------------------- |
| `utm_source`   | The channel or platform          | `indeed`, `linkedin`, `google`           |
| `utm_medium`   | The marketing medium             | `cpc`, `organic`, `email`                |
| `utm_campaign` | The campaign name                | `graduate-intake-2026`, `retail-push-q3` |
| `utm_term`     | A keyword or targeting term      | `store-manager`, `pharmacist`            |
| `utm_content`  | A creative variant or ad version | `banner-a`, `text-link`                  |

## How to tag a job posting link

Add UTM parameters to the destination URL when setting up each job posting on a job board or recruitment platform. Use `?` before the first parameter and `&` to join additional ones:

```text theme={null}
https://careers.yourcompany.com/jobs?utm_source=indeed&utm_medium=cpc&utm_campaign=retail-push-q3
```

If the URL already contains a `?`:

```text theme={null}
https://careers.yourcompany.com/jobs?location=london&utm_source=linkedin&utm_medium=organic&utm_campaign=graduate-intake-2026
```

You do not need to include all five parameters on every link. Add only the ones that are meaningful for your reporting.

## Aligning with your existing campaign taxonomy

If your organisation already has a campaign naming framework used in Google Analytics, your media agency, or another BI tool, use the same values in your inploi UTM parameters. This means:

* Your existing dashboards and external reporting frameworks do not need to be reworked.
* Application data from inploi can be joined to impression and click data from other platforms using the shared campaign name as a key.

For example, if your naming convention is `{brand}-{quarter}-{role-type}`:

```text theme={null}
utm_campaign=acme-q3-2026-retail
utm_source=linkedin
utm_medium=cpc
```

Use consistent capitalisation and separators across all links for the same campaign. Mixed formats (e.g. `RetailPush` and `retail-push`) appear as separate campaigns in Insights.

## How tracking works

When a candidate arrives at your careers site from a tagged link, inploi captures the UTM parameters from the URL and stores them against the candidate's session. The session is maintained for seven days via a cookie, so a candidate who returns within that window is still attributed to the original source and campaign.

Attribution uses the first touch — if a candidate arrives without tracking parameters and later returns via a tagged link, the original (untagged) session is used.

For technical detail on how sessions and attribution work, see [Analytics Plugin](/sdk/plugins/analytics).

## Viewing campaign performance in Insights

Open **Insights** in Studio and go to the **Sources** view.

* The **Sources** tab shows performance by channel, driven by `utm_source`.
* The **Campaigns** tab shows performance by campaign, driven by `utm_campaign`. Each distinct value you use appears as a separate row.

Both views show job views, applications, spend (for paid channels), and — where ATS data is available — hires and cost per hire.

## ATS source field

When a candidate submits an application, inploi forwards a single source value to your ATS for its source tracking field. This is derived from `utm_source` (or from inploi's own tracking parameters for inploi-managed placements). The full UTM parameter set is available in Studio Insights but is not forwarded to the ATS directly.

<Note>
  How the source value maps to a field in your ATS depends on your integration configuration. Contact your Customer Success Manager to confirm this is set up correctly.
</Note>