> ## Documentation Index
> Fetch the complete documentation index at: https://docs.pastahr.com/llms.txt
> Use this file to discover all available pages before exploring further.

# UTM Tracking: Measure Every Candidate Source Channel

> Add UTM parameters to PastaHR application links and landing pages to attribute every application to the right source, channel, and campaign.

UTM parameters are key-value pairs in a URL's query string. They don't change where the link leads, but tell PastaHR which channel an application came in through. The values are stored with the application and, where the integration supports it, passed through to your ATS.

## Parameters

| Parameter      | Purpose                                       | Example                         |
| -------------- | --------------------------------------------- | ------------------------------- |
| `utm_source`   | The website or platform that sent the traffic | `linkedin`, `facebook`, `email` |
| `utm_medium`   | The marketing channel or ad type              | `social`, `cpc`, `newsletter`   |
| `utm_campaign` | The campaign name                             | `care-berlin-q3`                |
| `utm_content`  | Differentiates ads within the same campaign   | `video-v1`                      |
| `utm_term`     | The keyword that triggered the ad             | `warehouse-jobs`                |

<Note>
  You should set `utm_source`, `utm_medium`, and `utm_campaign` on every link. `utm_content` and `utm_term` are optional refinements.
</Note>

## Creating a Tagged Link

Use the **Link Builder** in the left sidebar under **Links**:

* For application links: **Application Links** tab, select a flow, fill in the UTM fields.
* For landing pages: **Landing Pages** tab, select a page, fill in the UTM fields.

Generate a separate link per channel with the same `utm_campaign` but a different `utm_source`.

<Warning>
  UTM values are case-sensitive: `LinkedIn` and `linkedin` appear as two separate sources. Use lowercase and hyphens instead of spaces consistently.
</Warning>

## Where UTM Data Appears

* **Insights dashboard**: applications broken down by source, see [Insights](/en/recruiters/insights).
* **ATS**: where your integration supports source data.

<CardGroup cols={2}>
  <Card title="Application Links" icon="link" href="/en/recruiters/application-links">
    Structure and creation of PastaHR application links.
  </Card>

  <Card title="Landing Pages" icon="tablet-smartphone" href="/en/recruiters/landing-pages">
    Create campaign pages and track them with UTM parameters.
  </Card>
</CardGroup>