Expert answer · 2 min read
Should I set up UTM parameters for my Mother's Day campaigns?
The short answer
In depth
UTM Parameters for Mother's Day Campaigns
UTM parameters are small text additions to your URLs that tell analytics tools which campaign, channel, and specific asset drove each session and purchase. They are the single most important tracking setup for any holiday campaign and take less than an hour to implement correctly.
UTM Parameter Structure
| Parameter | Example Value | Purpose |
|---|---|---|
| utm_campaign | mothers-day-2026 | Groups all holiday campaign traffic |
| utm_source | email, sms, facebook, google | Identifies the platform |
| utm_medium | email, paid, organic, cpc | Identifies the channel type |
| utm_content | email-week3-subject-a, banner-product-v2 | Differentiates specific assets |
Common UTM Mistakes
- Inconsistent naming - mothers-day vs. MothersDay vs. mothers_day creates three separate segments in analytics
- Missing links - Social bio links, SMS links, and retargeting landing pages often get missed
- Not testing before launch - Click a sample link and verify the UTM values appear in GA4 real-time reports before the campaign goes live
Growth Suite: Funnel Report
Growth Suite Funnel Report reads UTM data automatically to attribute revenue to each Mother's Day campaign source, displaying a pre-built channel comparison view that shows revenue, orders, and conversion rate by utm_source and utm_campaign without requiring custom GA4 report configuration.
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