See where your subscribers came from 🔍

By setting up attribution tracking, you can get insights on the traffic channels and campaigns your subscribers came from.

To do this, you'll need to:

Then, when users click these UTM-tracked links and subscribe, you'll be able to view the links' attribution data in How they first found you and How they subscribed sections on the left of their subscriber profile:

In the screenshot above, for example, we can see that this subscriber signed up via a Form called "Black Friday promo" after seeing and clicking a Black Friday Facebook ad.

Some things to note:

And here's what each attribution parameter means.

The URL of the page that the user was on right before they subscribed via a Kit Form or Landing Page.

Let's say the user clicked through a link on your blog post to subscribe to your Form, and your blog post's URL is https://myblog.com/going-adventuring.

In this case, the subscriber's referrer will be https://myblog.com/going-adventuring.

The name of the platform or channel that the subscriber came from.

Example values are google, facebook, instagram, and kit.

The type of traffic channel that the subscriber came from.

Example values are search, social, paid_social, cpc, and email.

The name of the marketing campaign that led to the user subscribing.

Example values are black_friday_sale, free_checklist, and webinar_promo.

The search term, or keyword, for the paid search ad that led to the user subscribing.

Let's say you had been running a paid search ad for your Landing Page on the "lightroom presets" keyword. A user clicks your ad, sees your Landing Page, and subscribes.

If so, the subscriber's UTM term will be lightroom+presets.

A value that differentiates between links that users can click to visit the same Form or Landing Page.

This is especially helpful in situations like:

Example values are top-cta-link and ad_v1.

Improve your attribution tracking with these tips:

UTM parameters provide more data on how subscribers landed on your Form or Landing Page than the referrer parameter alone.

For example, the referrer parameter can tell you the page the user was on before they subscribed to your Form or Landing Page. UTM parameters can tell you how they landed on your Form or Landing Page (source and medium), the campaign that brought them there, and more.

While we can record referrer data automatically, you'll need to add UTM parameters to your links for us to capture UTM data.

Format your links' UTM parameters like this:

[your link URL]?utm_source=value&utm_medium=value&utm_campaign=value&utm_term=value&utm_content=value

Replace value with your chosen value—we recommend making your UTM values short and descriptive. And feel free to omit any UTM parameters you don't need to track.

You can use a free tool like the Google Analytics Campaign URL Builder to easily add UTM parameters to your links.

Alternatively, if you want to automatically add UTM parameters to links in your Kit emails, we have a built-in feature for that!

Try to have your Form or Landing Page as the first page users visit right after clicking your UTM-tracked links. Avoid giving them the opportunity to click on other pages.

That's because if users can click elsewhere, they may get distracted and end up not subscribing. Apart from that, we can capture attribution data only if your links' UTM parameters are present when the user subscribes.

Let's say a user clicks this link: https://myblog.com/newsletter-freebie?utm_source=instagram&utm_medium=social, sees your Form on the page that loads, and subscribes. Since the link's UTM parameters are present, we can save its attribution data to the subscriber's profile.

But let's say another user clicks the same link to visit the page with your Form, and then clicks other links to visit other pages before landing back on https://myblog.com/newsletter-freebie without the UTM parameters present. The user then sees your Form on the page and subscribes.

Since the link has lost its UTM parameters, we won't be able to capture that attribution data when the user subscribes.

If your subscriber profiles' attribution data is "unknown," here are some possible reasons why:

This could happen if you hadn’t added the relevant UTM parameters to your links when users subscribed.

If you had added UTM parameters, they may have been missing from your links when users subscribed. Situations where this may happen include:

We capture attribution data only when users subscribe via a Form or Landing Page.

So, subscribers added to your account via other methods like API, importing, or the Creator Network won't have attribution data.

We can't capture attribution data if there is no page to attribute the subscriber to.

This could happen if your UTM-tracked link is the first page the user visited in a new browser window, tab, or session, for example.

We may not be able to capture attribution data if your link:

Want to automatically add UTM parameters to links in your Kit emails? This is especially useful for tracking how subscribers interact with the pages you linked to. Learn how in this article 👇

Automatic UTM parameters