Campaigns (UTM)

Any link tagged with UTM parameters (like utm_source and utm_campaign) becomes a measurable campaign on this dashboard. It deliberately shows volume and quality side by side, because a campaign can drive the most visits while that traffic stays shallow and low quality.

This dashboard splits into three key parts:

This part gives you the macro state of your campaigns at a glance.

Imagine you want to know which campaign performed best; Top Campaign only tells you volume, but Traffic Engagement Score tells you whether that volume was actually good, or just a big number on the screen. Source Vitality asks the same question at the source level and flags dependency risk on a single source. Channel Mix by Medium tells you which media type your campaign budget is mostly concentrated in.

This part gives you comparison and deeper-exploration tools for campaigns.

• Comparison chart: plots the daily performance trend for up to 5 campaigns ticked in the table below.
• Campaigns table: pivotable by the five UTM parameters and campaign ID. Every campaign also gets a lifecycle badge (launching, steady, decaying, stale, or ended), and rows with a bounce rate above 60% carry a red marker — usually a sign the ad message doesn't match the landing page, or the targeting is off.
• Campaign detail panel: opens on click, showing the trend over time, overall stats, all five UTM parameters, landing pages, source/medium, geographic location (city level), and users' device details.

This part explains how campaign data is collected and analyzed.

UTM parameters are read from each session's landing-page URL, and sessions sharing the same parameters are aggregated under one campaign; the table can be pivoted by any of the five parameters or the campaign ID. The traffic-quality score is calculated only for the top campaign, combining pages-per-session with average session duration. Each campaign's lifecycle badge is determined by comparing its recent session behavior to the previous period.