How many respondents were directed to your questionnaire through social media sites? Which types of search terms led people to your questionnaire? Answers to these and other questions can be found by using UTM (Urchin Tracking Module) parameters.


  1. Add the UTM tracker to the URL of your questionnaire. For example, if you want to track how many people come to your survey through Facebook, you need to add ?utm_source=facebook to the end of the URL. If your survey's URL is, then you would add the UTM ending to it, making it
  2. Then, add the UTM tracker element to your questionnaire (first page is usually the best place). Choose which parameter(s) you want to track and give the parameter a name under which the results will be listed in the results Excel file. The parameters you can choose from are:
    • source = the website which sent the respondent to the questionnaire
    • medium = the type of link that directed respondents to the questionnaire
    • content = the specific element that was clicked to access the questionnaire
    • campaign = if the respondent found the questionnaire through for example a campaign
    • term = the search terms that the respondent used to find the questionnaire
    In the case of our example, you would choose source. Now, you can paste the link with the code from #1 to Facebook. When a respondent clicks it to go to the survey, it will be recorded in the results that they accessed the survey through the Facebook link.
  3. If you want to track multiple sources (e.g. respondents who came to the survey through a link in Twitter or LinkedIn), simply repeat #1 as many times as needed.

 Pro tip

If you are distributing individualized survey links to potential respondents, you can also use UTM trackers to keep track on who has responded by using the UTM term parameter (term=each user's individual code).

Was this article helpful?
0 out of 0 found this helpful



Please sign in to leave a comment.