UTM Analytics for Affiliates: Measure Which Promotion Actually Works
A simple UTM analytics setup for affiliates: a naming scheme for source, medium and campaign, where to read the numbers, joining clicks to conversions, and common tagging mistakes.
UTM tags are small labels added to the end of a link: where the click came from, how, and as part of which campaign. They don't change where the link goes. They let every click carry its story with it, so you can see later which account, post or platform actually earned.
For an affiliate, UTMs are the cheapest analytics you can get. The hard part isn't adding them; it's naming them consistently.
The five UTM tags
| Tag | Answers | Promoter example |
|---|---|---|
| utm_source | Which site or app? | reddit, tiktok, telegram |
| utm_medium | What kind of placement? | bio, post, comment, story, channel |
| utm_campaign | Which push or program? | music-release-oct, creator-a |
| utm_content | Which account or creative? | acct07, clip14 |
| utm_term | Which keyword (paid search)? | Often unused by promoters |
A tagged link looks like this: example.com/page?utm_source=reddit&utm_medium=post&utm_campaign=creator-a&utm_content=acct07. The tracking link builder puts it together so you don't type it by hand.
A naming scheme you can stick to
Analytics tools treat "Reddit", "reddit" and "reddit.com" as three different sources. One slip and your numbers split. Write a short naming sheet and follow it every time:
- Lowercase only, hyphens instead of spaces.
- A fixed list of sources and mediums; nobody invents new ones.
- Campaign = the program or push; content = the account or creative.
- Account codes that never change, even if the handle does (acct07, not the handle).
- One naming sheet for the whole team, linked from your SOPs.
Where to read the numbers
Who can see the UTMs depends on who owns the landing page:
- Your own page or link-in-bio page: your analytics tool shows visits by source, medium and campaign.
- A shortener in front of the link: it shows clicks per short link (see URL shorteners explained).
- The program's or brand's page: you usually don't see their analytics; the program's dashboard shows conversions per tracking ID or sub ID instead.
That last case is common for affiliates. Put the same code you use in utm_content into the program's sub ID field, if it has one, and the two sides line up.
Joining clicks to conversions
- 1Each week, export clicks per source / medium / content from your link or page tool.
- 2Export conversions per sub ID from the program dashboard.
- 3Match them by the shared account code in your tracking spreadsheet.
- 4Work out conversion rate and earnings per click per account and per platform.
- 5Move effort toward the combinations that earn, and test small changes on the rest.
Read the ratios with care; affiliate metrics explained covers what a good or bad number looks like. If you work with AMZA, your Wingman reads the same weekly numbers with you.
Common tagging mistakes
- Mixed capitals and spelling between team members.
- One link reused across many accounts, so utm_content is useless.
- Tags dropped by a redirect or a shortener; always click-test once.
- Tagging links between pages of your own site, which overwrites the real source.
- Changing the naming scheme mid-month without a note.
FAQ
Do UTM parameters work with affiliate links?+
They travel with the click, but only the owner of the landing page can see them in analytics. On a program's page, use its sub ID field for the same account code so conversions line up.
What is the difference between utm_source and utm_medium?+
Source is the site or app the click came from, like reddit or tiktok. Medium is the kind of placement, like bio, post or story.
Do UTM tags affect how a link performs on social media?+
They don't change where the link goes. Very long links can look messy, which is why promoters often put tagged links in a bio or behind a custom short domain.
How many UTM tags do I need on a link?+
Source, medium and campaign are the minimum that makes a report useful. Add content when you run more than one account or creative in the same place, which most promoters do.
Promote with a partner, not just a link.
AMZA promoters get a dedicated manager, approved content, live tracking and weekly payouts.