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> Use this file to discover available pages before exploring further.
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# 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**](https://help.nimbata.com/en/article/tracking-numbers-and-utm-parameters-how-to-track-calls-with-custom-utms-oo07wv/) 
Detailed guide: [**Can Nimbata track custom parameters from the URL?**](https://help.nimbata.com/en/article/can-nimbata-track-custom-parameters-from-the-url-30l606/)