Campaign and UTM analytics

Campaign analytics groups visits by UTM parameters and attributes conversions back to the landing session.

Supported parameters#

PureStats reads standard UTM fields:

Parameter	Example	Use
utm_source	newsletter	Where the traffic came from.
utm_medium	email	Marketing channel.
utm_campaign	spring_launch	Campaign name.
utm_term	running+shoes	Paid search term or audience.
utm_content	hero_cta	Creative or link variant.

Campaign link builder#

Open Analytics → Campaign links. Enter a name, an HTTP(S) destination on the website or an accepted domain, and source, medium and campaign labels. Term and content are optional. Generate preview validates the destination and shows the final URL before saving.

Labels are trimmed and lowercased; spaces and unsupported characters become underscores. For example, News Letter, EMAIL and Autumn Launch become news_letter, email and autumn_launch. Existing UTM fields are replaced; unrelated query parameters, including repeated parameters, and the fragment are preserved. URLs with login details, control characters or foreign hosts are rejected.

Save the link and copy its URL. Mark an entry as a template to reuse its normalized labels for another destination. Use template starts a new link with the template labels and the website's default destination; it does not change the saved template. Saving the same generated URL returns the existing entry instead of creating a duplicate. Use Edit to change its name or template status. Editing a link into another saved URL is rejected so that neither entry is silently lost.

View campaign report opens the existing human campaign report with exact source, medium and campaign filters for the last 28 days. These labels describe tracked visits; they do not establish email delivery totals, campaign costs or return on ad spend.

Current website members can read saved links. Owners and administrators can generate, create, edit and delete them. The private page shows up to 200 saved entries, with templates first. Deleting a saved entry does not invalidate published URLs or remove tracked visits. Website deletion removes its stored entries.

Agent REST and MCP use the same domain service via campaign_links.list, campaign_links.preview, campaign_links.save and campaign_links.delete. Current grants and membership are checked on every request. Saving requires sites:write; deletion additionally requires payload-bound human approval. Agents cannot inherit a human administrator's global access.

Landing pages#

The campaign view shows which pages visitors landed on. Use this to compare whether one campaign performs better on a dedicated landing page or a normal product page.

Conversion attribution#

When a visitor converts, PureStats can attribute the conversion to the campaign parameters from the session. This lets you answer questions such as:

• Which campaign generated signups?
• Which medium has the best conversion rate?
• Which landing page drove goal completions?

Naming rules#

Use consistent lowercase naming:

utm_source=newsletter
utm_medium=email
utm_campaign=launch_2026_q2

Avoid changing names mid-campaign because analytics will treat each spelling as a separate value.

Filtering campaign traffic#

Click a campaign row or use dashboard filters to inspect pages, devices, countries and goals for the same campaign segment.