UTM Tracking & Ad Attribution

UTM parameters tell Bento where visitors came from. Tag a link with utm_source, utm_medium, or utm_campaign and we create an Ad record automatically, making attribution and filtering effortless.

How Bento uses UTM parameters

• utm_source becomes the Ad name (for example, ebook, facebook, or newsletter).
• Additional parameters—utm_campaign, utm_medium, etc.—are stored for deeper analysis.
• As soon as a tagged URL is clicked, the Ad is created and future traffic rolls up to the same record.

Example: https://yourdomain.com/?utm_source=ebook creates an Ad named ebook and associates every identified visitor who arrives via that link.

Viewing UTM-driven visitors

1. Open People in Bento.
2. Click Add a Rule.
3. Choose the Ad filter (also labeled “Ads or Affiliates Seen”).
4. Enter the exact UTM source name.
5. Review the matching visitors and their downstream activity.

Troubleshooting missing records

• Case sensitivity: ebook ≠ Ebook. Use consistent lowercase values so filters match.
• Identified users only: People search returns contacts with an email address. Anonymous sessions appear once the visitor identifies.
• Verify clicks happened: Ad records are created on first visit. If nothing shows up, test the link and confirm tracking fired.

Best practices

• Standardize on a lowercase naming convention for every UTM parameter.
• Test each campaign by clicking the link, completing an identify action (e.g., sign-up), and confirming the visit in People.
• Reserve unique sources for big launches so filtering and reporting stay clean.

Real-world example: A team promoted an ebook with utm_source=ebook. After collecting signups, they filtered People by the ebook Ad, saw the conversion path for every reader, and triggered a follow-up Flow targeted to that audience.

Need a second set of eyes on your attribution setup? Drop a question in the Bento Discord and we will review it together.