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How to track lead sources with UTM parameters
How to track lead sources with UTM parameters
How to get contextual information about how your leads are clicking through to your HealthSherpa enrollment landing page.
Eva Schulteis avatar
Written by Eva Schulteis
Updated over a week ago

With your HealthSherpa landing page and direct link, you can track lead sources by adding UTM parameters at the end of your unique URL. This article will cover the following:

What are UTM parameters

UTM parameters are structured bits of information you can add to the end of any URL. They include the following:

  • UTM medium : what type of channel the lead came from (e.g. social)

  • UTM source : where leads are coming from (e.g. facebook, linkedin)

  • UTM campaign : which specific marketing effort the lead clicked through (e.g. november-1)

  • UTM term : the keyword used in paid search advertising (e.g. austin-aca-agents)

  • UTM content : the specific link the lead clicked through (e.g. logo, button, image)

You can pass none, one, or all of these UTM parameters. Because the HealthSherpa Export Report includes UTM source and UTM campaign, we will focus on them in this article and cover examples of how to use them in the last section of this article.

Why are UTM parameters useful

If you have multiple marketing campaigns in flight for your business, you can create a unique link for each campaign using UTM parameters.

All of these links point to your HealthSherpa enrollment landing page, but they will include a bit of information that identifies that your lead arrived to your page due to a certain marketing campaign.

Where you can access UTM parameter data

Through the HealthSherpa Export Report, you are able to see the UTM source and UTM campaign for your leads and clients. Learn more about export reports here.

How to create UTM parameters

You can write UTM parameters directly into the URL.

However, if you’re new to UTM parameters, we recommend that you start out using tools like this URL builder from Google Analytics to create them. Here are the steps you’ll take:

  1. Go to the “Marketing” tab in your HealthSherpa account and copy your direct link.

  2. Paste it into the Campaign URL builder and fill out the fields for ‘campaign source’ and ‘campaign name’.

  3. Copy the generated URL at the bottom.

  4. Start using the generated link for the appropriate campaign.

Watch the following video to see this in action.

You can also convert these URLs into QR codes. To do this, it’s recommended to create a shortened version of your link and paste it into a QR code generator like

Examples of UTM parameters

To make this more concrete, imagine that an agent who is doing the following Marketing tactics to drive leads to their HealthSherpa landing page:

  • Emails to clients from other lines of business

  • Blog posts on their website about ACA plans

  • Flyers at in person events

  • Social media posts

If their HealthSherpa landing page URL is, they will add the following UTM source which will show up in their HealthSherpa Export Report:

Marketing Tactic

UTM parameters



Blog posts




Social media


The information in the table above lets you see what channels your leads are coming from, but it doesn’t tell you anything about which specific effort (i.e. email or social media post) the lead clicked on to arrive at your landing page.

That’s where UTM campaigns come in. If the UTM source is telling you where they came from, the UTM campaign is telling you why they clicked through to your landing page.

For example, if you post on Facebook and LinkedIn on a daily basis, the format of your full URL could be the following:

Social Media Platform

UTM parameters





HealthSherpa tips on UTM parameters

In the social media example, we used the date as the identifier for specific social media posts. You can create UTM parameters with whatever logic makes the most sense for your business, but here are some tips to keep in mind when creating your tracking strategy:


Do not

Use lowercase

Use '&' in the parameters

Use plain, appropriate language

Write long descriptions

We also recommend thinking through a strategy for your UTM parameters before creating them. To help you with this process, we’ve put together a UTM strategy template that you can download and use.

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