UTM parameters & custom variables
Add campaign tracking to Smart Links and placement-specific parameters to variants.
In this article, you'll learn how to add UTM Parameters to a Smart Link, when to use variant-specific tracking, and how Custom Variables help you pass extra context to a destination URL.
Why tracking parameters matter
Smart Links already act as a tracking hub inside OmniLab, but many teams also need the destination URL to carry attribution into tools such as a web analytics suite, CRM, or reporting spreadsheet.
That is where tracking parameters help:
- base-link
UTM Parametersadd the same campaign context to every visit from the Smart Link - variant-specific
UTM Parameterslet one placement override or refine that context Custom Variableslet a variant append extra named values that are useful for downstream analysis
The five standard UTM parameters
The Edit UTM Parameters section on the Smart Link form supports the usual five marketing parameters:
| Field | Typical use | Example |
|---|---|---|
UTM Source | Where the traffic came from | newsletter, instagram, poster |
UTM Medium | The marketing medium | email, social, print |
UTM Campaign | The campaign or activation name | spring_launch_2026 |
UTM Term | Optional paid-search or targeting term | family_offer |
UTM Content | Optional creative or placement detail | window_poster_a |
If you set these values on the main Smart Link, OmniLab appends them when users pass through the redirect.
Add UTM parameters to the main Smart Link
Open the Smart Link create or edit form
Create a new Smart Link, or open an existing one and choose Edit Smart Link.
Use the Edit UTM Parameters section
In the Smart Link form, find the Edit UTM Parameters section (optional UTM parameters for tracking and analytics).
Enter any combination of UTM Source, UTM Medium, UTM Campaign, UTM Term, and UTM Content.
Save the Smart Link
Save the UTM values, then save the Smart Link itself.
Use this approach when every visit from the Smart Link should carry the same attribution values.
When to use variants instead
Use the base Smart Link UTM fields when the same tracked context applies everywhere.
Use variants when the destination stays broadly the same, but each placement should be distinguishable. Common examples:
- one poster design displayed in several store entrances
- one campaign link shared in email, print, and partner media
- one destination reused across multiple regions or venues
In those cases, create variants and give each variant its own Variant Name, Variant ID, and optional tracking details.
Variant-specific UTM parameters
Each variant can carry its own UTM values. This is useful when the main Smart Link represents the shared destination, but each placement still needs its own attribution.
Add or edit a variant to open the form: under Edit Variants, use + Add Variant (or edit an existing variant). The variant form includes UTM Parameters specific to that variant, plus Custom Variables for extra key-value pairs.
Example:
| Variant | Example URL idea | Why it helps |
|---|---|---|
window-a | .../l/spring-launch?v=window-a | Track the front-window poster separately |
newsletter-may | .../l/spring-launch?v=newsletter-may | Separate email traffic from print |
food-court | .../l/spring-launch?v=food-court | Compare one venue placement against another |
When you later open Smart Link analytics, the Scans by Variant widget helps you compare those placements directly inside OmniLab.
What custom variables are for
Custom Variables are additional named parameters you add at variant level.
On the add-or-edit variant form, Custom Variables sit below the variant UTM Parameters. Use + Add Variable to add rows, then set each key and value pair. This screenshot is from the Add Variant flow; editing an existing variant uses the same fields.
Use them when you need more context than the standard UTM fields provide. For example:
| Variable | Example value | Possible use |
|---|---|---|
placement | window-a | Distinguish one printed asset from another |
store_code | paris-centre | Pass a venue or store identifier |
creative | summer-offer-b | Separate two artwork versions |
Choose names your reporting team will understand later. Short, consistent names are easier to reuse across multiple Smart Links.
A practical tracking model
This is a simple pattern that scales well:
| Level | What to track there |
|---|---|
| Main Smart Link | The overall campaign or channel context |
| Variant | The exact placement, region, venue, or creative version |
For example, a Smart Link for a seasonal campaign could use:
- main Smart Link:
utm_campaign=spring_launch_2026 - variant
window-a:placement=window-a - variant
food-court:placement=food-court
That gives you one clean destination strategy, one set of OmniLab analytics, and enough detail to compare placements later.
Keep your naming taxonomy consistent
If one campaign uses poster, print, and in-store to mean the same thing, your downstream analysis becomes harder. Decide on one naming style before you build a larger Smart Links library.
Related
Create a Redirection Smart Link
Add base-link tracking while creating the main Smart Link type used for campaigns and websites.
Variants
Use variants when different placements need their own URLs, analytics, and optional tracking values.
UTM source and referrer analysis
Interpret how UTM values and referrers appear later in Smart Links reporting.