How to create UTM tags and analyze conversions

UTM is the "barcode" of traffic. If the code is read the same in all systems (GA4, MMP, partner tracker, BI), you see which bundles really pay off: source → creative → GEO → device → deposit → repeated deposits. Below is a practical technique for UTMs to work as a system, not chaos.

1) UTM basic scheme (minimum)

Required parameters:

'utm _ source '- platform/partner (example:' facebook ',' google ',' tiktok ',' aff-royal ');
'utm _ medium '- traffic type (example:' cpc ',' paid _ social ',' email ',' affiliate ');
'utm _ campaign '- the name of the campaign/sprint (example:' casino _ launch _ latam _ q4 ');
'utm _ content '- creative/angle/land (example:' vid _ a _ wheel _ rg ');
'utm _ term '- key/audience (example:' slot _ fans _ 25-44'or' kw _ casino _ bonus').

Strict rules:

Only Latin, numbers, hyphen/underline; without spaces/Cyrillic.
Register dependence: everything in 'lowercase'.
Standardized dictionaries of values (below - templates).
Without personal data and sensitive attributes.

2) UTM expansion under iGaming

Add service parameters (not standardized UTM, but useful):

'aff _ sub '/' sub _ id '- publisher/bundle ID;
'creative _ id '- internal creative ID;
'placement '- tape/stories/instrim;
'geo'is a target country;
`device` — `ios`/`android`/`desktop`;
'click _ id'is your unique click ID (key to s2s postbacks).

💡 Recommended: generate 'click _ id' on your redirector and forward it to the partner/operator for strict attribution.

3) Naming Policy

3. 1. Campaigns

`{brand}-{geo}-{objective}-{product}-{quarter}`

Example: 'luckyspin-br-mac-casino-q4'

3. 2. Ad set/group

`{audience}-{device}-{age}-{lang}`

Example: 'slotfans-android-25 _ 44-pt'

3. 3. Creative

`{format}-{angle}-{variant}-{size}`

Example: 'vid-socialproof-a-1080x1080'

3. 4. Full link (example)


https://brand. com/lp01?
utm_source=facebook&utm_medium=paid_social&utm_campaign=luckyspin-br-mac-casino-q4
&utm_content=vid-socialproof-a-1080x1080&utm_term=slotfans_25-44
&aff_sub=pub42&creative_id=cr8721&placement=feed&geo=br&device=android&click_id={UUID}

4) Special cases

4. 1. Google Ads

Auto tagging ('gclid') is allowed. Save and UTM for BI convenience.

For Performance Max, create a separate 'utm _ campaign' and 'utm _ content' by asset groups.

4. 2. Meta/TikTok

Use platform macros (declaration/set IDs) in 'utm _ content '/' creative _ id' to avoid manual errors.

Separate the formats ('story', 'reels', 'infeed') into 'placement'.

4. 3. Telegram/influencers

For each channel - a unique link with a fixed 'aff _ sub' and 'click _ id'.

If "invite via bot" is preland with a server redirect, where you assign 'click _ id'.

4. 4. Web→App / App→Web

Always use deeplink/one-link + 'click _ id'.

For iOS/Android, keep different 'device '/' utm _ content'; in MMP, the'click _ id ↔ install_id' bundle.

5) Tracking and postbacks (without this UTM "mute")

Create a'click _ id' at the first touch (on your redirector domain, for example 'go. brand. com`).

Push 'click _ id' to partner/operator.

All key events are s2s postbacks: 'registration', 'kyc _ approved', 'ftd', 'second _ dep'.

Turn on auto-retry postbacks and alerts at a delay of> 15 minutes.

Log: click → redirect → signature validation → postback (ID, time, status).

6) GA4: how to watch on UTM

6. 1. Acquisition

Traffic acquisition - all sessions by 'utm _'.

User acquisition - the first touch (needed for the growth of "new users").

6. 2. Explorations

Funnel: `view_landing → sign_up → kyc_approved → deposit_success` с разрезами `source/medium/campaign/content/term`.

Cohort: cohorts by FTD date/enrollment; metrics'Retention ',' ARPU _ D7/D30 '.

Path: what happens before 'deposit _ initiated' (FAQ, bonus conditions, errors).

6. 3. Attribution

Compare Data-Driven vs Last click.

Fix the rule: optimization - by DDA, rates/cap - taking into account last-click risk.

7) BI and cohort economics

Export raw events (GA4 BigQuery/MMP/tracking) and build storefronts:

Разрез UTM: `source/medium/campaign/content/term/creative_id/geo/device/placement`.
Cumulative ARPU D1/D7/D30/D90 by FTD cohort.
Payback: cohort payback point vs CPA.
Quality: '2nd _ dep _ rate', 'D7/D30 retention', 'chargeback _ rate'.

Mini-formulas:


CPA = Spend / FTD
ROAS = NGR / Spend
ARPU_Dn = NGR_Dn / FTD
Payback ≈ the day the CPA Cum_ARPU_Dn ≥

8) Quality control and anti-fraud signals

Signs of a "garbage" source under normal UTM:

High CTR/CR (click→reg), but CR (reg→KYC/FTD) is close to zero;
Nightly register bursts from ASN/IP alone;
Zero depth ('scroll _ 90', time on page) with high traffic;
Abnormally many failures on CUS/chargebacks.

Actions: blacklists/whitelists, disconnection thresholds, parsing by 'aff _ sub '/' placement '/' creative _ id'.

9) Typical errors with UTM and how to avoid them

1. Different case/typos ('Facebook' vs' facebook ') → analytics scatter.

2. Spaces and Cyrillic → parsing and reports break down.

3. Mixing geo/devices in one campaign → average temperature, no insights.

4. Copy paste "as is" without updating 'utm _ content '/' creative _ id'.

5. No 'click _ id' and s2s → controversial FTD, loss of attribution.

6. Reference constructors without rules → duplicates and unreadable values.

7. Lack of a "length" policy → giant URLs break messengers/mail.

8. EPC manipulation in partners without event-level verification.

10) Naming policy (finished draft)

Reference books (example):

`utm_source`: `facebook	google	tiktok	taboola	email	aff-
`utm_medium`: `cpc	paid_social	ppc	affiliate	email	remarketing`
`utm_campaign`: `{brand}_{geo}_{obj}_{prod}_{yyyymm}`
`utm_content`: `{format}-{angle}-{variant}-{size}`
`utm_term`: `{kw	audience}`

Check regulars (idea):

'^ [a-z0-9 _ -] {2.80} $' for each value;
prohibition of spaces and capital letters;
auto-replacement of Cyrillic → translit.

11) Examples for different channels

Meta (video in Reels, BR, Android):


...utm_source=facebook&utm_medium=paid_social&utm_campaign=luckyspin-br-mac-casino-q4
&utm_content=vid-socialproof-b-1080x1920&utm_term=slotfans_25-44
&placement=reels&geo=br&device=android&creative_id=cr9031&aff_sub=pub77&click_id={UUID}

Google Search (ключ «casino bonus»):


...utm_source=google&utm_medium=ppc&utm_campaign=luckyspin-br-search-q4
&utm_term=casino_bonus&utm_content=rsas-top-a&geo=br&device=ios&click_id={UUID}

Influencer (telegram channel @ slots _ daily):


...utm_source=aff-slotsdaily&utm_medium=affiliate&utm_campaign=luckyspin-br-telegram-q4
&utm_content=post-a&aff_sub=slotsdaily&geo=br&device=android&click_id={UUID}

12) Checklists

Before launch

UTM guides are consistent and documented
Redirector'go. brand. com 'and generation of' click _ id 'enabled
s2s postbacks reg/KYC/FTD/2nd_dep set up, timezone/currency consistent
Platform macros substitute ID in 'utm _ content '/' creative _ id'
GA4 events and conversions are started, BigQuery export is enabled
Antifraud thresholds and postback delay alerts> 15 minutes

In week one

UTM integrity check (no garbage values)
Collection of funnel and CR by UTM sections
Cohort D7 report: ARPU, 2nd_dep_rate, Retention
Suspect Blacklist 'aff _ sub '/ASN/placement

By day 30

Payback by key links; rate indexation/cap
"best angles/lands" playbook; closing the "dead" ligaments
Weekly retro and reference book updates

13) 30-60-90 implementation plan

0-30 days - Hygiene and single frame

Approve UTM dictionaries, implement validators/regulars.

Start redirector with 'click _ id', enable s2s chain.

Collection of basic reports: CR funnel, D7 ARPU, Payback draft.

31-60 days - Cohorts and quality

In BI, collect storefronts: Cum_ARPU D1/D7/D30 by 'source/medium/campaign/content'.

Enter disconnection rules by quality (2nd_dep/Retention/Chargeback).

Compare attributions (DDA vs Last), fix the decision rule.

61-90 days - Scale and sustainability

Automate UTM generator and value audit.

Expand reports: D90 LTV, seasonality, "what-if" for CPA/bonus-bone.

Quarterly audit: correspondence of the event scheme and UTM to reality.

14) Mini-FAQ

Do I need all 5 UTMs?

Minimum - 'source/medium/campaign'. For performance, add 'content/term' + service ('creative _ id', 'aff _ sub', 'click _ id').

What to do with long URLs?

Use your short redirector domain. Store settings on the server, not at the front (plus security).

How do you link UTM and money?

Through 'click _ id' and s2s: any deposit in the back must have 'click _ id' → then the cohorts and ROI/Payback are counted exactly.

UTM tags are not just "sign a link." This is a data discipline: unified naming policy, server 'click _ id' and s2s postbacks, GA4/MMP/BI sections and cohort economics. Follow policy, automate tag checking, count Payback and LTV on UTM cuts - and your creative, sourcing and geo decisions will be fast, accurate and replicable.