What are UTM parameters?

About UTM parameters

This article outlines how UTM parameters are populated for tracked calls in Nimbata based on your tracking setup. In many cases, these UTM values are derived by Nimbata based on traffic source and tracking configuration, rather than passed directly from URL parameters.

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

Session-based tracking applies when a call can be linked to a website visit using dynamic number insertion (DNI). In this case, 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.

Tip: 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 - Call is NOT attributed to a visit

In source-level tracking, calls are not linked to a website visit, so UTM values are inferred from tracking number configuration rather than user behavior.

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 the tracking logic.

Important:

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

The Friendly Name is defined by you 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)

*Labels such as GMB and GAE are standardized source identifiers used by Nimbata and may not exactly match Google’s naming conventions in Analytics platforms.

Static-based UTMs are not tied to user sessions or clicks and should not be interpreted as visit-level attribution.

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

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

Updated on: 16/02/2026

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