UTM Parameters

Reo.dev lets you track the UTM parameters on your inbound URLs and use them to segment accounts, developers, and buyers. This helps you measure campaign effectiveness and identify which accounts arrived through a specific campaign, medium, or source.

For example, you can pull hot accounts that landed on a page tagged utm_medium=paid after your ad campaign went live, and confirm whether the campaign influenced any of your flagged accounts. New to UTMs? See UTM setup best practices before you configure your parameters.

UTM Tracking works alongside Key Page tracking. A URL can qualify for both, and Reo tags it accordingly in the Activity Timeline.

The Reo.dev tracking beacon must be installed on your website, docs, product, or whichever of these assets the campaign is driving traffic to, before UTM Tracking will work. See Website tracking setup to install the beacon.

Step 1: Configure UTM Parameters

UTM Tracking is set up from a dedicated UTM Tracking card on the Configurations page.

The UTM Tracking card is visible to Admins only. Users cannot configure UTM parameters, but they can segment and filter on them once an Admin has set them up.

To configure a UTM parameter:

1. Navigate to Configurations.

1. Open the UTM parameters card.

2. Add the parameter heading you want Reo to track, for example, utm_source, utm_medium, utm_campaign, utm_content, or utm_term.

1. Click on “Save” to save your parameters.

Standard and custom parameters

Reo supports the five standard UTM parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term). Beyond these, you can add your own custom UTM parameters. There is no limit to the number of parameters you can configure.

Editing and deleting parameters

A configured UTM parameter cannot be edited. To change a parameter, delete it and add the corrected one.

Deletion behaves in the following way:

• The deleted parameter can no longer be used to create new segments and appears disabled in the filter dropdowns.

• Existing segments that already use the deleted parameter remain untouched and continue to work.

How Reo Captures UTM Values

Once you configure a parameter heading, Reo automatically captures every distinct value it sees for that parameter across your tracked URLs.

For example, if you configure utm_medium, Reo captures each value that appears for it, such as paid_social, ads, and referral. You do not add these values manually.

Reo supports both plain and encoded values. An encoded value such as Q4%20Enterprise%20%E2%80%93%20North%20America is captured correctly.

Captured values are not shown on the Configurations page. They surface downstream, in the Segments filters and the Activity Timeline, where you actually use them.

As with Key Page tracking, Reo begins capturing UTM values once the parameter is configured and the tracking beacon is live. Captured data starts reflecting in Segments and the Activity Timeline within 24 hours of setup.

Step 2: Segment by UTM Parameters

Reo gives you two UTM filters when you build a segment. Both sit under the Activity Group category, are available in every segment type (Basic, Advanced, Account, Developer, and Buyer), and are available to both Admins and Users.

Use the two filters for different jobs:

• UTM Parameters is for granular targeting. Select a specific parameter and one or more of its values to find accounts that arrived through those exact values. It answers "which value did they come from?"

• UTM Categories is for broader targeting. Select a parameter to find every account that arrived through a link carrying it, whatever the value happened to be. It answers "did they come from a tagged link at all?"

To use it:

UTM Parameters

1. Create or edit a segment. (See Creating Segments.)

2. Add the UTM Parameters from the Activity Group filter category.

1. Select a UTM parameter from the dropdown, for example, utm_medium. The dropdown lists all configured parameters and includes a search bar.

1. Select one or more values for that parameter. If you choose utm_medium, the value dropdown shows the captured values such as paid_social, referral, and ads. This dropdown is also searchable, which helps when a parameter has many values.

1. Choose a match setting: Includes any, Includes all, or Does not include.

Example: Find every account that came from your ad campaign:

UTM Medium  →  Includes any  →  [ adcampaign ]

You can select multiple values (for example adcampaign and newsletter) and combine the filter with other filters, such as ICP Fit Score or Activity Score, to narrow to high-intent accounts.

UTM Categories filter

1. Create or edit a segment.

2. Add the UTM Categories from the Activity Group filter category.

3. Select one or more UTM parameters from the dropdown.

Reo returns every account that arrived through a link carrying the selected parameter, regardless of the value. This is the filter to use when you want all campaign traffic in one segment, not a specific campaign.

Example: Find every account that came through any tagged campaign link:

UTM Categories  →  UTM Campaign

If no UTM parameters have been configured yet, both dropdowns show help text directing you to the Configurations page to set them up. An Admin needs to configure at least one parameter first.

Finding UTM Activity in the Activity Timeline

UTM activity is surfaced directly in the Activity Timeline, on Account, Developer, and Buyer profiles.

UTM tags

Any URL that matches a configured UTM parameter is marked with a UTM tag on its activity card. Hover over the tag to see which value the URL qualified for, for example automation_alert.

If a URL qualifies as both a Key Page and a UTM URL, it receives both tags.

Filtering the timeline by UTM parameters

The Activity Timeline filters include a UTM Parameters category:

• The menu lists all configured UTM parameters.

• The submenu lists all detected values for the selected parameter.

Using UTM Parameters in Automations

You can trigger alerts when an account hits a URL that carries a specific UTM parameter. The UTM Parameters filter, along with its detected values, is available on the "Conditions" step when you create an Automation.

Add it as a condition to notify your team the moment a target account lands on a campaign URL. (See Automations for more details)