UTM Links and Promo Codes for Creator Campaigns
By Lucas Sahli, Founder, MezzoriPublished Last updated
TL;DR: UTM links and promo codes give every creator placement its own tracking. Use one link and one code per creator, plus a self-reported field on your forms. Together they show which placements drive sign-ups and which do not.
How should you name UTM parameters for creators?
Use a consistent pattern:
| Parameter | Example |
|---|---|
| utm_source | creator handle |
| utm_medium | influencer |
| utm_campaign | campaign name |
| utm_content | placement or format |
When do promo codes help?
Promo codes help when people do not click, such as on video or podcasts. A short, memorable code per creator lets you attribute sign-ups that links miss.
What is self-reported attribution?
It is a "how did you hear about us" field on your sign-up or demo form. It catches people who saw a creator and came back later.
Related: cost per trial vs cost per demo and the measurement guide.