UTM parameters

This article outlines how UTM parameters are populated for tracked calls in Nimbata based on your tracking setup.

The values below appear in reports, webhooks, and integrations depending on whether you're using session-based tracking (i.e., calls linked to visits), source-level tracking (calls not linked to visits), or static-based tracking (for offline campaigns).

Use this guide to understand how your UTM values are derived and what to expect in your reports and exports.

Session Based Tracking - Call is attributed to a visit

VISIT SOURCE	UTM_SOURCE	UTM_MEDIUM	UTM_CAMPAIGN
Direct	(direct)	(none)	(none)
Organic	[organic_provider_name]	organic	(none)
Google Paid	google	cpc	[utm_campaign]
Bing Paid	bing	cpc	[utm_campaign]
Social Media	[social_media_provider_name]	[utm_medium]	[utm_campaign]
Social Media (ref)	[social_media_provider_domain]	referral	(none)
Referral	[website_domain]	referral	(none)
Custom Parameters	[utm_source]	[utm_medium]	[utm_campaign]
Email	email	email	[utm_campaign]

Tip: These values will only appear if you're using session-based call tracking with dynamic number insertion enabled.

Source Level Tracking - Call is NOT attributed to a visit

VISIT SOURCE	UTM_SOURCE	UTM_MEDIUM	UTM_CAMPAIGN
All or remaining digital	(not set)	[Friendly Name]	(none)
Online Paid	paid	cpc	(none)
Social Media	social	[social_media_source]	(none)
Organic	organic	organic	(none)
Direct	(direct)	(none)	(none)
Referral	referral	referral	(none)
Email	email	email	(none)

Tip: These values are defined by how your tracking numbers are routed and labeled in your Nimbata account.

Static Based Tracking

VISIT SOURCE	UTM_SOURCE	UTM_MEDIUM	UTM_CAMPAIGN
Impression	Impression	[Friendly Name]	(none)
Offline	Offline	[Friendly Name]	(none)
Other	Other	[Friendly Name]	(none)
TV	TV	[Friendly Name]	(none)
Radio	Radio	[Friendly Name]	(none)
Print	Print	[Friendly Name]	(none)
Google My Business	GMB	[Friendly Name]	(none)
Google Ad Extension	GAE	[Friendly Name]	(none)

Tip: You can customize the "Friendly Name" for each static source when setting up tracking numbers.

For more help on how UTM tracking works, visit: https://help.nimbata.com/en/article/tracking-numbers-with-utm-parameters-oo07wv/

Updated on: 23/07/2025

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