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With UTM link tracking, you can see which channels and campaigns lead to bookings, subscriptions, or booking packages. This lets you measure the performance of your marketing activities without any additional tools.

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Why UTM tracking in anny is useful

When you link to your booking page through external channels such as newsletters, social media, ads, or partners, you want to know:
  • Which source brings the most bookings?
  • Which campaign performs best?
  • Which partner generated which revenue?
Thanks to UTM tracking, you can find out exactly that, right in anny. The feature is especially suited for:
  • Marketing teams that want to analyze campaign performance (newsletter, ads, blog, social media)
  • Sales or partner management teams that want to attribute bookings to specific partners (referral campaigns)
  • Organizations that want to capture conversion data without external tools.

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Setting up UTM tracking

You can generate a UTM link in the following areas:
1

Open the booking page in the admin area

In the admin area, open the account settings, resource, or service for which you want to set up UTM tracking. Go to the Booking page tab.
2

Create UTM tracking

Click Create tracking URL.
  1. Choose a utm_source (a platform such as TikTok, Instagram, newsletter, etc., or create your own)
  2. Define your utm_medium (the channel through which traffic reaches your booking page, such as social, email, referral, or cpc)
  3. Assign your own campaign name utm_campaign (e.g. happy_2026)
The URL is created with one, several, or all three parameters and can now be copied for sharing.
  • Consistent spelling for parameters (e.g. all lowercase, no spaces)
  • Clear naming conventions for source, medium, campaign
Practical examples

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Analysis

When is the attribution saved?
  • A customer clicks a UTM link
  • Bookings are attributed to that campaign within 14 days.
Analysis in tables and exports UTM attribution is also shown in the following overviews and export files:
  • Booking table / Export
  • Subscription table / Export
  • Booking package table / Export
An extended analysis in the dashboard is planned.

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Comparison with other conversion tracking methods

Besides UTM link tracking, anny also lets you integrate external tracking pixels. This way, you can send conversions (e.g. bookings or completed subscriptions) back to advertising platforms directly. Here is an overview: Here is how to set up the other conversion tracking options: Learn more about custom code embedding here:

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Tracking in the widget

For UTM tracking to work with embedded widgets too, the UTM parameters must be correctly included in the URL on which the widget is embedded. For example, if your widget is embedded on the page https://my-website.com/booking, then use the following link for your campaign: https://my-website.com/booking?utm_source=google&utm_campaign=my_campaign Important with redirects or internal links If your campaign links to https://my-website.com, for example, and the customer only navigates from there to the widget on https://my-website.com/booking, then the UTM parameters must be carried over. Make sure your internal links or redirects do not lose the parameters. ❌ Wrong:
→ Parameters are lost → no attribution possible ✅ Right:
UTM parameters must be visible in the final URL, before the widget is loaded. Otherwise anny cannot perform any attribution.