What is UTM tracking?
UTM parameters are small tags added to the end of a URL that tell you where your traffic came from. For example:
https: //yourorg.betterworld.org/?utm_source=facebook&utm_medium=social&utm_campaign=fall-appeal
When someone clicks a tagged link and later makes a payment, we save that source info and connect it to their payment. This means you can answer questions like:
Did our Facebook fall appeal actually convert into donations?
Which email campaign drove the most event ticket sales?
Is paid search worth the spend for our giveaway?
What data we track
For every donor, we capture this information twice: when they first click a tagged link, and again for the most recent tagged link they click before they pay.
UTM source – where the traffic came from (e.g.
facebook,newsletter)UTM medium – the type of channel (e.g.
social,email)UTM campaign – the specific campaign name (e.g.
fall-appeal)UTM content and UTM term – more granular tags, if your links use them
UTM ID – an additional campaign identifier, if used
The referring page, the landing page, and the date of that visit
We also flag recurring donations with inherited attribution. This ensures recurring charges use the same tracking info as the donor's original payment. For every recurring transaction listed in your payout report the system will show the same tracking info as the donor's original payment.
UTM tracking is currently available for donation campaigns, donation forms, recurring donations, giveaways, event tickets, and auction buy-it-now purchases.
Auction bids, peer-to-peer pledges, invoices, and offline payments are not supported yet.
Please note: UTM tracking launched 8/19/2026 and is tracked for transactions made from that date forward.
Where to find it
Downloading the All payments report as a CSV gives you access to every available data point listed above. To download the CSV file:
1. Click your organization's name in the top right, then select Payments & payouts.
2. On the All payments report, click the download icon in the report bar.
You can also view some data directly in your dashboard. Your All payments report shows four columns with the most recent tagged link the donor clicked before paying including UTM source, medium, campaign and inherited attribution. To add these columns to your report:
1. Click the bookmark icon in the top right of the All payments report.
2. When clicked, a list of available columns will pop up. From there, scroll to the bottom to find the UTM columns and select any you'd like to add to your table.
A few things to know
Not every payment will have this data. If a donor never clicked a tagged link, or paid another way (like an offline payment), these fields will just be blank.
This doesn't cover every payment type yet. We currently support UTM tracking for donation campaigns, donation forms, recurring donations, giveaways, event tickets, and auction buy-it-now purchases. We don't yet support auction bids, peer-to-peer pledges, invoices and offline payments. For these types of transactions UTM attribution will not be captured.
Attribution can expire. If it's been a while since someone clicked a tagged link, we may no longer have that data by the time they donate. We generally retain attribution data for up to 90 days, though some browsers may clear it sooner.