Mastering UTM tracking with deep linking

Marketing campaigns thrive on precise tracking and conversion optimization.

If you’re running campaigns to acquire leads, UTM tracking is your secret weapon.

PIMMS takes it to the next level by not only shortening your URLs but also turning them into smart deep links that guide users directly to the best experience – whether on the web or within native apps.

What is a UTM code and how it works

Think of UTM codes as additional tags added to a URL. Each tag, called a “parameter,” helps you answer:

What type of content resonates most with your audience
Where your traffic is coming from
Which campaigns deliver the highest ROI

With this clear view of your customer journey, you can make data-driven decisions and optimize your campaigns through A/B testing.

Not using UTMs means leaving money on the table, and misusing them could cost you even more.

The core UTM parameters

Parameter	Description	Example Value
utm_source	Identifies the source of the traffic	`facebook_ads`, `newsletter_jan`, `partner_site`
utm_medium	Specifies the marketing medium used	`ppc`, `affiliate`, `organic_social`
utm_campaign	Represents the specific product, promotion, or campaign	`new_year_launch`, `black_friday_special`
utm_term	Tracks paid keywords associated with the campaign	`best_running_shoes`, `cheap_flight_deals`
utm_content	Differentiates creative elements within the same campaign	`red_banner_v1`, `blue_banner_v2`

How UTM parameters work

Click tracking: When a user clicks on a UTM-tagged link (from an ad, email, social post, or profile), the link directs them to your site while passing along the UTM parameters.
Data capture: Analytics tools capture these parameters and associate them with the user’s session.
Behavior analysis: As the user navigates your site or app, the system records their journey, showing pages visited, time spent, and actions taken.
Conversion tracking: When a desired action (purchase, sign-up) is completed, the UTM data ties that conversion back to the original campaign.

PIMMS enhances this process with deep linking: not only do you track where your traffic originates, but PIMMS smart links also ensure users land in the optimal environment – whether in a browser or a native app.

UTM code examples with PIMMS deep linking

Suppose you’re running a LinkedIn ad for a summer sale. A deep link via PIMMS might look like:

https://pim.ms/sale?utm_source=linkedin&utm_medium=paid_social&utm_campaign=summer_sale&utm_content=carousel_ad_v1

utm_source: linkedin – the traffic comes from LinkedIn.
utm_medium: paid_social – indicates paid social media.
utm_campaign: summer_sale – tracks the summer sale campaign.
utm_content: carousel_ad_v1 – distinguishes this creative version.

When clicked, this link detects the device and, if on mobile, can directly open the corresponding app (or fallback to the web).

Example 2: UTM-coded link for an email campaign

For a product launch, your email might include:

https://pim.ms/product-launch?utm_source=newsletter&utm_medium=email&utm_campaign=product_launch&utm_content=cta_button

utm_source: newsletter – from your email campaign.
utm_medium: email – clearly marks email as the channel.
utm_campaign: product_launch – ties the click to the product launch.
utm_content: cta_button – differentiates the call-to-action element.

PIMMS ensures that if a recipient clicks from a mobile device, they’re seamlessly taken to your app for a smoother conversion process.

Example 3: UTM-coded link for YouTube content

A YouTube creator or marketer might use:

https://pim.ms/youtube?utm_source=social&utm_medium=organic_social&utm_campaign=channel_growth&utm_content=video_thumbnail

utm_source: social – identifies that the traffic originates from a social share.
utm_medium: organic_social – indicates the nature of the engagement.
utm_campaign: channel_growth – tracks the campaign focused on growing your channel.
utm_content: video_thumbnail – distinguishes the creative used (the video thumbnail).

For mobile users, PIMMS deep links directly open the YouTube app, enhancing viewer engagement and subscription likelihood.

How to set up UTM parameters with PIMMS

Setting up UTM parameters with PIMMS is straightforward. Follow these steps:

Access the PIMMS UTM Builder:
Visit the PIMMS platform and start by entering your destination URL.
Add Your Parameters:
Fill in the core fields (source, medium, campaign) and optionally include term, content, and referral tags. PIMMS also supports saving reusable UTM templates for consistency across campaigns.
Generate Your Deep Link:
PIMMS automatically converts your UTM-tagged URL into a deep link. It’s not just a short link – it’s a smart link that directs users to the best experience (app or browser).
Deploy and Analyze:
Use your PIMMS deep link in your marketing campaigns. Monitor performance through PIMMS’s analytics dashboard that captures detailed metrics for every click and conversion.

UTM tracking best practices & common pitfalls

Mistakes to avoid

Not using templates:
Avoid inconsistency. Use PIMMS’s template feature to ensure uniform naming conventions.
Using capital letters:
Remember: UTM parameters are case-sensitive. Stick to lowercase to avoid duplicate data.
Tracking internal links:
Reserve UTMs for external traffic only. Internal links should rely on different analytics setups.
Copy-pasting links for new campaigns:
Always generate unique UTM parameters for each campaign—even if the destination URL remains the same.
Using long links:
PIMMS not only shortens your URL but transforms it into a deep link, keeping it both short and functional.
Adding unnecessary parameters:
Focus on parameters that provide meaningful insights. Too many tags can clutter your data.

Disadvantages of using UTM parameters

While invaluable for tracking, UTMs come with certain limitations:

Re-sharing issues:
If a UTM-tagged link is shared beyond its intended audience, the original parameters remain intact, potentially skewing your data.
Exposure of campaign details:
UTMs are visible in the URL. Competitors might gain insight into your campaign strategies if not concealed.
Solution: With PIMMS, your deep links can be managed and branded, helping protect sensitive campaign details.

The PIMMS advantage: deep links with UTM precision

PIMMS differentiates itself by combining the simplicity of a short link with the power of deep linking:

Seamless user experience:
Mobile users are directed to the native app (like LinkedIn, YouTube, or your own app) for a frictionless experience.
Comprehensive UTM analytics:
Easily track your campaigns with integrated UTM parameters and deep analytics on every click and conversion.
Reusable templates & custom domains:
Maintain consistency across your campaigns and ensure your brand is always front and center.
Cost-effective plans:
With options like a Lifetime Pro plan, PIMMS offers unlimited deep links and robust analytics at a one-time cost, making it ideal for marketers who need scalable, high-performance tracking.

Conclusion

Accurate tracking through UTM parameters is the backbone of effective marketing analytics. It allows you to:

Scale campaigns that drive results
Identify and eliminate underperforming tactics
Optimize for superior conversion, whether through email, LinkedIn, YouTube, or messaging apps

By using PIMMS, you’re not just creating a short link—you’re creating a deep link that delivers a tailored, high-converting user experience.

Start building your campaign with the PIMMS UTM Builder today, and unlock the full potential of your marketing efforts.