Overview

UTM tracking helps your company understand which marketing sources, campaigns, and advertisements generate leads and revenue.

When a customer submits information through a supported lead form or integration, Supermove can associate the available UTM and marketing-attribution data with the resulting lead or project.

Use this article to understand:

• Which UTM parameters Supermove supports
• How UTM data enters Supermove
• Why UTM information may be missing

Understand UTM Parameters

UTM parameters are tracking values added to a webpage URL. They identify how a visitor reached the page.

For example:

https://example.com/move-request?utm_source=google&utm_medium=cpc&utm_campaign=spring_moves

Supermove supports the following standard UTM parameters:

• UTM Source: Identifies where the visitor came from, such as Google, Facebook, or Yelp
• UTM Medium: Identifies the marketing channel, such as cpc, organic, email, or direct
• UTM Campaign: Identifies the specific marketing campaign
• UTM Content: Distinguishes advertisements or links within the same campaign
• UTM Term: Identifies a keyword or paid search term

Depending on the lead form or integration, Supermove may also receive:

• Landing page URL
• Referrer URL
• Ad click ID
• Ad platform
• Ad cost
• Keywords
• Device
• Operating system
• Browser

The information available in Supermove depends on what the lead form or integration captures and sends.

Before You Begin

UTM parameters must be added to your marketing links or passed through an integration for Supermove to receive them.

Important: UTM tracking must also be enabled for your Supermove account. Contact the Supermove Product Experts team if you are unsure whether it is enabled.

How UTM Data Enters Supermove

Supermove Lead Forms

When UTM tracking is enabled, hosted and embedded Supermove Lead Forms can capture UTM parameters included in the form URL.

Supermove can capture:

• UTM Source
• UTM Medium
• UTM Campaign
• UTM Content
• UTM Term
• Landing page URL
• Referrer URL
• Applicable ad click IDs

When the customer submits the form, the available attribution information stays associated with the resulting lead or project.

Keep in mind: If a customer navigates between pages before submitting the form, the website must preserve the UTM parameters. Otherwise, the original attribution information may be lost before it reaches Supermove.

Standard Website Endpoint

Companies using their own website form can connect it to Supermove through the Standard Website Endpoint in Company Settings → Lead Providers.

The Standard Website Endpoint supports:

• UTM Source
• UTM Medium
• UTM Content
• UTM Term
• Ad click ID
• Ad cost
• Ad type

Standard Website Endpoint limitation: This endpoint does not provide dedicated fields for UTM Campaign, Landing Page URL, or Referrer URL. Customers who need those values stored as dedicated marketing-attribution fields should use the Developer API.

For complete setup requirements and accepted fields, see Standard Website Endpoint.

Developer API: New Lead Endpoint

The Developer API supports custom integrations that require more control over the information sent to Supermove.

It can receive:

• UTM Source
• UTM Medium
• UTM Campaign
• UTM Content
• UTM Term
• Referrer URL
• Ad platform
• Ad click ID
• Ad cost
• Multiple marketing touchpoints

For technical requirements and payload instructions, see Developer API: New Lead Endpoint.

Known Lead Provider Integrations

Supermove also provides preconfigured integrations for supported lead providers.

The information available varies by provider. Some providers may send UTM information, while others may provide only a referral source or basic lead information.

If a provider does not collect or send a particular attribution value, that information will not appear in Supermove.

CallRail

Call-based leads can appear in marketing milestone data with CallRail as the source.

The specific attribution information available depends on the data received from CallRail.

View Captured UTM Information

To review marketing attribution for an individual project, see Marketing Module: Milestone & Referral Details.

To analyze attribution across multiple projects, use the Marketing Milestones Summary report.

For details about the report’s filters, charts, project information, and export options, see Marketing Milestones Summary Report.

Why UTM Information May Be Missing

UTM or marketing-attribution information may be unavailable when:

• UTM tracking is not enabled for the Supermove account
• The original marketing link does not contain UTM parameters
• The customer navigates to another page and the website does not preserve the parameters
• The website form does not send the values to Supermove
• The integration does not map the attribution fields correctly
• The lead provider does not collect or pass the information
• The selected endpoint does not support the submitted field

Some fields may remain blank when only part of the attribution information was received.

Important: Marketing milestones cannot be added or backfilled after a project has been created. Enabling UTM tracking applies only to new leads and projects created afterward; it does not populate milestone data for existing projects.

UTM Tracking Best Practices

• Use consistent source, medium, and campaign names across your marketing links.
• Add UTM parameters to the link that directs customers to your lead form.
• Confirm that your website preserves the parameters when customers move between pages.
• Test the full journey from opening the tracked link through submitting the form.
• Confirm that custom forms and integrations map supported fields correctly.
• Coordinate with your website developer or marketing partner when using a custom integration.

If you need help confirming whether UTM tracking is enabled or whether Supermove received the information, contact the Supermove Product Experts team at help@supermove.com.