Articles on: Data Tools, Tracking Sources & Attribution

What are UTM parameters?

UTM parameters are labels attached to URLs that tell Nimbata (and analytics tools) how a visitor arrived at your website.

In Nimbata, UTM values appear in call reports, webhook payloads, and integration data.

In many cases these values are derived by Nimbata based on traffic source and tracking configuration; they are not always passed directly from the URL.

How UTM values are populated depends on your tracking setup: session-based, source-level, or static.

Session-based tracking

Session-based tracking applies when a call can be linked to a website visit via Dynamic Number Insertion (DNI).

UTM values reflect the visit that triggered the number swap, not the call itself.

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]

[organic_provider_name] and [social_media_provider_name] are derived from the referring domain detected during the visit.
If no campaign parameter is present, utm_campaign will appear as (none).
Custom UTM parameters will only populate if they exist on the landing page URL at the time of the visit.

These values will only appear if you're using session-based call tracking with dynamic number insertion (DNI) enabled and correctly installed. If DNI is missing, blocked, or not firing, calls will fall back to source-level tracking.

Source-level tracking

Source-level tracking applies when calls cannot be linked to a website visit.

E.g. When DNI is not installed or a call is placed from outside a tracked session.

UTM values are inferred from the tracking number's configuration.

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)

(not set) means the value could not be derived from visit or campaign data.
(none) means the value is intentionally empty based on tracking logic.
The Friendly Name is the label you assign in Nimbata and is often used to describe the channel, campaign group, or offline source associated with the tracking number.

Static Based Tracking

Static-based tracking is used for calls that are not associated with a website visit, such as offline or fixed-placement campaigns.

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)

Static-based UTMs are not tied to user sessions or clicks and should not be interpreted as visit-level attribution. Labels such as GMB and GAE are standardized identifiers used by Nimbata and may not match Google's naming conventions exactly in other analytics platforms.

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

Detailed guide: Tracking numbers and UTM parameters: how to track calls with custom UTMs

Detailed guide: Can Nimbata track custom parameters from the URL?

Updated on: 02/04/2026

Was this article helpful?

Thank you!