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Why UTM mapping matters

Setting up UTM mappings is essential for ensuring that traffic sources and costs are attributed correctly. By cleaning and organizing UTM parameters, you can:
  1. Map costs from ad platforms: Align traffic from campaigns with costs fetched from platforms like Meta and Google Ads.
  2. Simplify reporting: Eliminate messy or inconsistent UTM parameters to streamline attribution.
  3. Accurately track performance: Ensure all traffic matches the intended channels and channel groups.
Unmapped UTM parameters may result in incorrect or missing channel attribution. Take the time to map these for better insights.
For guidelines on creating UTM parameters that align with best practices, refer to our UTM parameters setup guide.

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How to set up UTM mappings

  1. Navigate to Settings → Mapping in the Dema platform.
  2. Under the Unmapped traffic tab, click on any UTM parameter you wish to map.
  3. On the right-hand side, select:
    • Channel Group: E.g., “Social Paid,” “Search Paid.”
    • Channel: E.g., “Meta,” “Google.”
  4. Click Create Mapping to save.
You can create mappings based on:
  • A single parameter (e.g., utm_source=google_ads).
  • A combination of parameters (e.g., utm_source=google_ads + utm_medium=sem).

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Map from most specific to least specific

A mapping catches every visit that matches the parameters you selected, and a parameter you leave blank acts as a wildcard. Once traffic matches a mapping it disappears from the Unmapped traffic tab, so a broad mapping created early will absorb rows you may still have wanted to split out.
  1. Start with the rows where all three parameters matter — e.g., utm_source=klaviyo + utm_medium=email + utm_campaign=restock → Channel Group: CRM, Channel: Restock alert.
  2. Then add the broader catch-alls — e.g., utm_source=klaviyo + utm_medium=email → Channel Group: CRM, Channel: Automation.
Mappings apply to future visits only. To back-fill historical traffic, reach out to your customer success contact.

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Reviewing existing mappings

  1. Switch to the Existing mappings tab to view all previously created mappings.
  2. Edit or remove mappings as needed to keep your attribution rules up to date.

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Example use case

If utm_source=google_ads and utm_medium=sem are mapped to Channel Group: Search Paid and Channel: Google, all traffic with these parameters will be attributed correctly under this group and channel. Similarly, mapping utm_source=facebook_ads and utm_medium=paidsocial to Channel Group: Social Paid and Channel: Meta ensures accurate attribution for your paid social campaigns.
Tip: Regularly review and update your mappings to account for new campaigns or traffic sources.