What are UTM parameters?
UTM parameters are added to the end of a URL to show where supporters came from (e.g. email, ads, social). They act as tracking tags, allowing you to see which channels, campaigns, or specific links (like buttons or images) are driving registrations.
Supported UTM parameters
GivePanel supports:
utm_sourceutm_mediumutm_campaignutm_termutm_content
Adding UTMs to your Event link
UTM parameters are added to the end of your GivePanel Event URL. They always start with a ?, and each additional parameter is joined using &.
For example:
https://charity.events/example-charity/half-marathon?utm_source=facebook&utm_medium=ad&utm_campaign=halfmarathon
In this example:
utm_source=facebook→ where the traffic came fromutm_medium=ad→ the type of channelutm_campaign=halfmarathon→ the specific campaign
You can include any combination of the supported UTM parameters depending on how detailed you want your tracking to be.
Once created, this full link can be used in your emails, ads, or social posts to track where registrations are coming from.
How UTM tracking works
When a supporter lands on your Event form using a link with UTMs and registers:
The UTM values are captured
They are saved against the registration
Each value appears in its own column in your registration export
Tracking email performance
To track registrations from email campaigns, link directly to your GivePanel Event form with UTMs:
https://charity.events/example-charity/half-marathon?utm_source=email&utm_campaign=steps2026
Important: UTMs must be in the GivePanel link
UTM parameters are only captured if they are included in the GivePanel Event URL.
If a supporter:
Clicks a tracked link to your website
Then clicks through to your Event form
The UTMs from your website URL are not passed to GivePanel automatically, so they won’t be tracked.
Options
Best option: Link directly to your GivePanel Event with UTMs
Advanced: Set up your website to pass UTMs into the GivePanel link (requires developer support)
Where to find UTM data
UTM data is available in your registration export, with columns for:
utmSourceutmMediumutmCampaignutmTermutmContent
Only registrations using a tracked link will contain values.
Summary
Add UTMs directly to your GivePanel Event links
Data is captured when the form is loaded
Website UTMs are not automatically carried through
Use exports to report on performance