UTM campaigns in Vercel Web Analytics

What UTM tags are

UTM tags are query parameters you add to a link so that the visit it brings carries its origin. Vercel Web Analytics reads three of them from the URL of each visit:

• utm_source: where the visitor came from, for example newsletter or linkedin.
• utm_medium: the kind of link, for example email, social or cpc.
• utm_campaign: the campaign, for example spring-launch.

A tagged link looks like https://launch.example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=spring-launch. Keep the values lowercase and spelled the same way every time: LinkedIn and linkedin count as two sources.

Which Vercel plans include it

Vercel answers UTM breakdowns only for teams on Web Analytics Plus or Enterprise. On other plans the visits still count, under their referrer, but the campaign breakdown isn’t available, in Vercel’s dashboard or through its API.

Reading campaign results

Visitors per campaign tell you which link brought people. They don’t tell you which link brought the right people. Look at two more numbers per campaign:

• Pages per visit: page views per visitor. A campaign whose visitors read one page and leave sends the wrong audience, or lands them on the wrong page. (Vercel’s API has no bounce rate; here’s why.)
• Conversion: the share of a campaign’s visitors who complete your goal, from a Vercel custom event (how to set one up).

Compare against the previous period too: a campaign that brought fewer visitors than last month may still convert better.

Campaigns in Lookout

On a project’s page, Lookout’s Campaigns card breaks the range’s visitors down by campaign, source and medium, with the change on the previous period, pages per visit and goal conversions per row, sortable by each. The same breakdown comes from /v1/sites/{id}/campaigns in the Lookout API, so an assistant connected through MCP can answer “which campaign converted best last month?”. With several landing pages per campaign, the Scorecard shows which of the pages themselves do the work.