UTM
UTM tags are URL parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term) that record where a click came from, so analytics tools can break down traffic and conversions by campaign, placement, and creative. The tag itself doesn't change anything about how the offer runs — it's just a label for later analysis.
Why UTMs matter in arbitrage
UTMs let you split traffic by the exact combination — creative, placement, ad account — right inside the showcase's own web analytics or a third-party tool, without depending solely on the tracker's internal reports. That's useful as a cross-check when you want an outside view of the funnel, independent of the tracker.
UTM vs the tracker's own macros
Trackers like Keitaro use their own macros (click_id, subid, and others) to carry data through the funnel and postbacks — those, not UTMs, are what actually drive conversion attribution. UTM tags solve the narrower problem of external analytics and get lost easily across redirects into the PWA unless they're explicitly carried through the link chain.
FAQ
- Are UTM tags required for an arbitrage funnel?
- Not strictly — the tracker's own click_id is usually enough for split-testing and attribution, but UTMs add a useful analytics layer and help cross-check against outside systems.
- Can a UTM tag replace the tracker's click_id?
- No — accurate attribution and postbacks need the tracker's unique click_id; a UTM stays a descriptive source label, not a conversion identifier.
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