> ## Documentation Index
> Fetch the complete documentation index at: https://shortpen.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# How to view UTM campaign breakdowns in ShortPen Analytics

> See clicks, scans, and conversions broken down by UTM source, medium, campaign, content, and term in ShortPen Analytics.

**Short answer:** When traffic reaches a link carrying [UTM parameters](/link-management/links-settings/utm-overview), ShortPen adds a **Campaign** breakdown at the bottom of the analytics tables, with one tab each for **Source**, **Medium**, **Campaign**, **Content**, and **Term**. Each row shows a captured value and how many clicks/scans (and conversions) it generated.

<Tip>
  The Campaign breakdown appears only when UTM data is present for the selected period. If no incoming click or scan carried UTM parameters, the block stays hidden.
</Tip>

## What the Campaign breakdown shows

ShortPen records the UTM parameters on the link's URL each time it is clicked or its QR code is scanned, then groups those values into five tables you switch between using the tabs:

| Tab          | Captured from  | Example value                            |
| ------------ | -------------- | ---------------------------------------- |
| **Source**   | `utm_source`   | `newsletter`, `facebook`, `partner-acme` |
| **Medium**   | `utm_medium`   | `email`, `cpc`, `social`, `qr`           |
| **Campaign** | `utm_campaign` | `spring_sale_2025`                       |
| **Content**  | `utm_content`  | `cta_bottom`, `hero_banner`              |
| **Term**     | `utm_term`     | `brand_kw`, `video_ad_a`                 |

<Note>
  These values come from the **short link URL** that a visitor opens, for example a link you share across channels as `https://shr.pn/promo?utm_source=newsletter&utm_medium=email`. UTMs you configure in a link's settings are added to the **destination** URL. They appear in this breakdown only if they are also present on the short link visitors open.
</Note>

In each table:

* The **first column** lists every distinct value captured for that parameter.
* The **count column** shows the clicks/scans attributed to it (total or unique, depending on the selected mode).
* When an event is selected, extra columns show the event count and **%CR (conversion rate)**, like the other breakdown tables.

<Note>
  Only non-empty values are listed. If a click carried `utm_source` but no `utm_term`, it is counted under **Source** and omitted from **Term**. A parameter tab can be empty even when others have data.
</Note>

## Where the Campaign breakdown appears

The block behaves differently depending on the analytics view:

<AccordionGroup>
  <Accordion title="On a single link or QR code">
    Open the link's **Analytics**. The Campaign breakdown appears at the bottom of the breakdown tables whenever the link received UTM-tagged traffic in the selected [date range](/analytics/link-level-analytics/analytics-filters-settings).
  </Accordion>

  <Accordion title="On the workspace dashboard">
    On the workspace **Analytics** page the block is hidden by default, because UTM values are reported per asset. It appears only after you narrow the data to exactly one Link or one QR code, for example by clicking a row in the **Links** or **QR Codes** table. Selecting multiple assets keeps the block hidden.
  </Accordion>
</AccordionGroup>

## Filter your data by a UTM value

Click any row in a Campaign table to filter the entire dashboard by that value. The filter applies across the **Overview** tables and totals, the **Event tracking** tab, and the **Activity** (real-time) tab.

The active filter appears as a chip in the filters bar. Remove it with the **✕** to return to the full dataset. You can combine a Campaign filter with other filters such as country, device, or folder/tag to drill into a precise segment.

<Info>
  See also: [How to use date range and segmentation filters in ShortPen](/analytics/link-level-analytics/analytics-filters-settings)
</Info>

## How to view it

1. Open a single link's **Analytics**, or open the workspace **Analytics** page and filter down to one Link or QR code.
2. Pick a **date range**.
3. Scroll to the **Campaign** block below the other breakdown tables.
4. Switch between the **Source / Medium / Campaign / Content / Term** tabs, and click a value to filter.

## Troubleshooting

<AccordionGroup>
  <Accordion title="The Campaign block doesn't appear">
    It shows only when UTM data exists for the selected period. Confirm your links carry `utm_*` parameters and received traffic in the date range. In the workspace view, filter down to a single Link or QR code first.
  </Accordion>

  <Accordion title="A value I expected is missing">
    Empty parameters are not listed, and values are matched exactly as captured. Differences in casing or spelling (for example, `Email` vs `email`) count as separate values. Keep UTM values [predictable and lowercase](/link-management/links-settings/utm-overview).
  </Accordion>

  <Accordion title="I only see the top rows">
    Full tables and advanced segmentation are available on [paid plans](/account-billing-security/plans-and-limits/plans-and-limits). Free plans show only the top rows of each table.
  </Accordion>
</AccordionGroup>

## FAQ

<AccordionGroup>
  <Accordion title="Where do the values come from">
    From the `utm_source`, `utm_medium`, `utm_campaign`, `utm_content`, and `utm_term` query parameters on the **short link URL** when it is clicked or its QR code is scanned. Append them to the short link as you share it, for example `https://shr.pn/promo?utm_source=newsletter`.
  </Accordion>

  <Accordion title="Do UTM values affect conversions">
    No. They don't change conversions, but you can filter by a UTM value to see the conversion rate for that segment. With an event selected, each Campaign row shows its event count and %CR.
  </Accordion>

  <Accordion title="Why is the block hidden in workspace analytics">
    UTM breakdowns are reported per asset. On the workspace dashboard, filter to a single Link or QR code to reveal the Campaign block.
  </Accordion>
</AccordionGroup>

## Related links

* [UTMs in ShortPen: what they are and why they matter](/link-management/links-settings/utm-overview)
* [How to add UTM Parameters in ShortPen](/link-management/links-settings/adding-utm-to-links)
* [What metrics are available for individual links in ShortPen](/analytics/link-level-analytics/link-level-metrics)
* [How to view aggregate metrics for your ShortPen workspace](/analytics/workspace-level-analytics/workspace-level-metrics)
* [How to use date range and segmentation filters in ShortPen](/analytics/link-level-analytics/analytics-filters-settings)