UTM Parameters

UTM parameters are query parameters added to URLs to measure the effectiveness of a marketing campaign. OneSignal allows you to automatically set source, medium, and campaign parameters for your push notification's sent from the OneSignal Dashboard using the Launch URL / App URL and Action Button URLs.


UTM Parameter Limitations

UTM Parameters set within the dashboard are not supported in the following options:

  • Emails
  • Automated Messages
  • API requests
  • Using "Send Test Message" button
  • Additional Data

You will need to add UTMs directly within the Template or API request directly.

If you are using the OneSignal WordPress Plugin, you can add UTM parameters within the Plugin Settings towards the bottom within the UTM Tracking Settings.

Enable UTM parameters in Settings > Messaging > Turn on automated UTM tagging

You can edit these values to suit your requirements. UTM Parameters set within the dashboard are as follows:

  • Source = onesignal
  • Medium = push
  • Campaign = {{ sendDate }}-{{ title }}

sendDate: Sent At date from the Delivery → Sent Messages statistics
title: First 15 chars (a-z, A-Z, 0-9, underscore, hyphen) of the message title

Note: Message variables sendDate and title are for the campaign parameter only.

Example URL with UTM parameters appended from the settings:


How are UTM parameters appended to my URLs?

With UTM Tagging enabled in app settings, you should enter the launch URLs without the UTM parameters as these will be appended automatically.

If you add other UTMs with this feature enabled, then the UTMs you set manually will override the UTM Parameters set within the dashboard.

Can I use non-English characters in the UTM parameters?

Yes! We don’t validate the accuracy of a URL. If there are characters other than a-z, A-Z, 0-9, underscores, or hyphens entered in a URL or UTM parameters, then please make sure the URL works before sending the notification.

How to use UTM parameters?

Google Analytics, for example, uses links with UTM parameters to provide insights into your campaigns and subscriptions. These are a few common ways to use Google Analytics to understand your traffic, user behavior, and conversion data:

  • Understand Your Campaigns: Replicate the successful campaigns and improve the underperforming ones.
    On Google Analytics, navigate to Acquisition > Campaigns > All Campaigns

    • Compare metrics across different campaigns, such as subscriptions, sessions, bounce rates, and goal conversions. If you’ve used the same UTM campaign tag for different sources or mediums, you can click into that campaign and compare the performance across these different channels (source/medium).
  • Understand Your Audiences: Identify the successful segments and improve your target audience for future campaigns.
    On Google Analytics, navigate to Audience > Demographics | Interests | Geo | Mobile

    • Add Campaign as a secondary dimension to Audience reports. Compare campaign performance across demographic segments (Age, Gender, Location, Devices) or interests (Affinity Categories, In-Market Segments).
  • Understand Your Channels: Optimize your marketing channels.
    On Google Analytics, navigate to Acquisition > All Traffic > Source/Medium

    • Compare the performance of push as a channel with your other channels, such as email or paid ad campaigns.

For more advanced analysis, filter your data by date ranges and audience segments. Add a secondary dimension for deeper insight. Set up goals, events, and custom data to track conversions.