Integrations

Integrations

UTMStandard works with your existing marketing stack — no native connectors needed. UTM parameters are read by every analytics and CRM tool automatically when users click your links.

How it works

When someone clicks a UTM link you created in UTMStandard, the UTM parameters are appended to the destination URL. Every downstream tool — GA4, HubSpot, Salesforce, Marketo — reads these parameters automatically from the URL.

UTMStandard doesn't sit between your links and your analytics tools. It just ensures the links you send are consistent — so the data those tools receive is clean.

Google Analytics 4

GA4 reads UTM parameters automatically from inbound traffic. No configuration needed — just use your UTMStandard links in your campaigns and GA4 picks up the source, medium, and campaign data.

GA4 parameter mapping

utm_source → Session source

utm_medium → Session medium

utm_campaign → Session campaign

utm_content → Session content

utm_term → Session term

Tip: Consistent utm_source values mean GA4's channel groupings work correctly. If "linkedin" and "LinkedIn" appear as separate sources, GA4 can't group them under Paid Social automatically.

HubSpot

HubSpot reads UTM parameters from inbound traffic and stores them on Contact records as Original source, Original source drill-down 1, and Original source drill-down 2.

HubSpot also captures UTMs on every form submission — making it possible to attribute pipeline and revenue back to campaigns.

Why consistency matters in HubSpot: If you use "linkedin" in one campaign and "LinkedIn" in another, they appear as two separate source values in Contact records. Your campaign attribution reports split, your lifecycle stage counts are wrong, and any HubSpot workflow that filters by source fires inconsistently.

Salesforce

Salesforce doesn't read UTM parameters natively — you need a connector tool (e.g. your CMS or MAP) to capture UTMs at form fill and sync them to Lead/Contact fields. Once those fields exist, you can use them in Campaign Influence models and reports.

Common setups:

  • HubSpot → Salesforce sync: UTMs captured in HubSpot flow to Salesforce Lead fields
  • Marketo/Pardot: capture UTMs at form fill, sync to Lead records
  • Custom JS: capture UTMs from URL, write to hidden form fields, sync via API

Google Ads

If you use Google Ads auto-tagging (gclid), you don't need UTM parameters for Google Ads traffic — GA4 and Google Ads share data directly. However, if you disable auto-tagging or want to track campaign-level granularity in non-Google tools, manually adding UTM parameters to your ad destination URLs works fine.

Note: Don't add utm_source=google manually to Google Ads if auto-tagging is enabled — you'll create duplicate attribution. Use UTM parameters on Google Ads only if you've intentionally disabled auto-tagging.

REST API integrations

Use the UTMStandard API to create links programmatically from your own tools:

  • Generate UTM links in bulk from a campaign spreadsheet or database
  • Create links automatically when a new campaign is created in your CRM
  • Integrate with Zapier or Make to trigger link creation from any app
  • Pull link analytics into your reporting dashboards

See the API reference for details.