Partner UTM Tracking Guide: Complete Setup for Referral Attribution

You have 12 referral partners.

They're all supposed to be driving traffic.

But your GA4 report shows:

• partner1.com: 280 sessions
• partner2.com: 0 sessions
• partner3.com: 145 sessions
• 9 other partners: Missing from report entirely

Where's all the partner traffic?

It's in your GA4 data—hiding as "(direct) / (none)" because partners are linking without UTM parameters.

Without proper UTM tracking, you can't measure partner performance, optimize your program, or prove ROI.

Here's the complete partner UTM tracking setup that ensures every partner click gets attributed correctly.

The Complete Partner UTM Structure

Standard partner link format:

https://yoursite.com?utm_source=[partner-domain]&utm_medium=referral&utm_campaign=partnership-[year]&utm_content=[link-location]

Why each parameter matters:

utm_source=[partner-domain]

Use partner's domain name (not generic "partner")

Examples:

• utm_source=acme-corp.com
• utm_source=techpartner.io
• utm_source=blog-partner.com

Why: Enables individual partner performance tracking

Don't use:

• ❌ utm_source=partner (too generic, all partners lumped together)
• ❌ utm_source=referral (that's the medium, not the source)
• ❌ utm_source=partner1 (use actual domain for clarity)

utm_medium=referral

Always use "referral" for partner/affiliate links

Why: Maps to GA4's "Referral" channel group

Don't use:

• ❌ utm_medium=partner (doesn't map to standard channel)
• ❌ utm_medium=affiliate (use "affiliate" only for commission-based)
• ❌ utm_medium=link (too vague)

Exception: For affiliate/commission programs, use utm_medium=affiliate

utm_campaign=partnership-[year]

Use consistent campaign name across all partners in same program

Examples:

• utm_campaign=partnership-2024
• utm_campaign=referral-program-q1
• utm_campaign=partner-network

Why: Groups all partner traffic for program-level analysis

utm_content=[link-location]

Optional but recommended: Identifies where partner placed the link

Examples:

• utm_content=homepage-footer
• utm_content=blog-sidebar
• utm_content=resource-page
• utm_content=email-signature

Why: Shows which link placements drive most traffic

Step-by-Step Partner UTM Setup

Step 1: Create Partner Link Spreadsheet

Columns:

• Partner name
• Partner domain
• Partner contact email
• Custom UTM link
• Shortened branded link
• Date sent
• Implementation status (Pending/Verified/Active)
• Monthly sessions (GA4)
• Monthly conversions (GA4)

Example row:

• Partner name: Acme Corp
• Domain: acme-corp.com
• Contact: partner@acme-corp.com
• UTM link: yoursite.com?utm_source=acme-corp.com&utm_medium=referral&utm_campaign=partnership-2024
• Short link: yourbrand.link/partner-acme
• Date sent: 2024-01-15
• Status: Active
• Sessions (Jan): 3,240
• Conversions (Jan): 48

Step 2: Generate Unique UTM Link Per Partner

Manual method (small partnership program):

Use Google's Campaign URL Builder:

1. Website URL: https://yoursite.com
2. Campaign source: acme-corp.com
3. Campaign medium: referral
4. Campaign name: partnership-2024
5. Campaign content: website-link

Automated method (large partnership program):

Spreadsheet formula:

=CONCATENATE("https://yoursite.com?utm_source=", B2, "&utm_medium=referral&utm_campaign=partnership-2024&utm_content=website-link")

Where B2 contains partner domain.

Programmatic method (developer setup):

function generatePartnerLink(partnerDomain, linkLocation = 'website') {
  const baseUrl = 'https://yoursite.com';
  const params = new URLSearchParams({
    utm_source: partnerDomain,
    utm_medium: 'referral',
    utm_campaign: 'partnership-2024',
    utm_content: linkLocation
  });
 
  return `${"{"}{"{"}baseUrl{"}"}{"}"}}?${params.toString()}`;
}
 
// Usage
const acmeLink = generatePartnerLink('acme-corp.com', 'homepage-footer');
// Result: https://yoursite.com?utm_source=acme-corp.com&utm_medium=referral&utm_campaign=partnership-2024&utm_content=homepage-footer

Step 3: Create Branded Short Links

Why use short links:

• Easier for partners to share
• Looks professional
• Still preserves UTM parameters
• You can update destination without changing short link

Option 1: Bitly

1. Create Bitly account
2. Add long UTM link
3. Enable "Preserve UTM parameters"
4. Create custom short link: bit.ly/partner-acme

Option 2: Rebrandly (Branded Domain)

1. Set up branded domain: yourbrand.link
2. Create link: yourbrand.link/partner-acme
3. Destination: Long UTM link
4. UTM parameters preserved automatically

Option 3: Custom Redirect (Full Control)

Create redirect on your domain:

yoursite.com/partner/acme → Redirects to homepage with UTMs
yoursite.com/partner/techpartner → Redirects to homepage with UTMs

Server configuration (Apache .htaccess):

RewriteRule ^partner/acme$ https://yoursite.com?utm_source=acme-corp.com&utm_medium=referral&utm_campaign=partnership-2024 [R=302,L]

Step 4: Send Links to Partners

Email template:

Subject: Your Custom Partner Link for [Your Company]

Hi [Partner Name],

Thanks for partnering with us! We've created a custom tracking link for you.

**Your unique partner link:**
https://yourbrand.link/partner-acme

(This short link includes tracking parameters so we can properly attribute traffic from your site)

**Where to use this link:**
✓ Your website (footer, partner page, resources page)
✓ Blog posts mentioning us
✓ Social media posts and bios
✓ Email signatures
✓ Any other places you reference us

**Why this matters:**
Proper tracking helps us:
- Measure the value of our partnership
- Show you monthly traffic and conversion reports
- Optimize our partnership program
- Demonstrate ROI to our leadership

**Next steps:**
1. Add the link to your website
2. Reply to confirm once added
3. We'll verify it's working correctly
4. You'll receive monthly performance reports

**Questions?** Reply to this email or schedule a call: [calendly link]

Thanks!
[Your name]

Step 5: Verify Implementation

For each partner:

1. Visit partner's website
2. Find link to your site
3. Click link
4. Check URL in browser (should include UTM parameters)
5. GA4 → Realtime report (within 30 seconds)
6. Verify traffic shows as [partner-domain] / referral

If not working:

• Partner didn't update link yet
• Partner updated wrong link location
• Partner used old link instead of new UTM link
• Technical issue (JavaScript stripping parameters)

Follow up with partner to fix.

Step 6: Create Monthly Attribution Report

Partner performance report (send monthly):

Share with:

• Internal stakeholders (prove partnership ROI)
• Partners themselves (shows value they're driving)

Benefits:

• Demonstrates partnership value
• Identifies top-performing partners
• Motivates partners (competitive visibility)
• Guides partnership strategy decisions

Advanced: Multiple Link Types Per Partner

Some partners may have multiple link placements:

Partner website footer:

?utm_source=acme-corp.com&utm_medium=referral&utm_campaign=partnership-2024&utm_content=website-footer

Partner blog post:

?utm_source=acme-corp.com&utm_medium=referral&utm_campaign=partnership-2024&utm_content=blog-post-jan

Partner email signature:

?utm_source=acme-corp.com&utm_medium=referral&utm_campaign=partnership-2024&utm_content=email-signature

Partner social media bio:

?utm_source=acme-corp.com&utm_medium=referral&utm_campaign=partnership-2024&utm_content=social-bio

Why track separately:

• Identify which placements drive most traffic
• Optimize partner promotion strategy
• Show partners which channels work best

Troubleshooting Common Partner Tracking Issues

Issue 1: Partner Traffic Still Showing as Direct

Possible causes:

1. Partner didn't update link
2. Partner has multiple links, only updated some
3. Link shortener stripping parameters
4. JavaScript on partner site modifying links
5. Redirect removing parameters

Fix:

• Verify partner implementation (visit their site)
• Test link in incognito browser → GA4 Realtime
• Use branded redirect under your control

Issue 2: Partner Shows Zero Sessions Despite Sending Traffic

Possible causes:

1. Partner using different link than provided
2. UTM parameters being stripped on your site
3. Partner traffic blocked by firewall/security rules
4. GA4 filters excluding partner domain

Fix:

• Check GA4 → Admin → Data Settings → Data Filters
• Test partner link yourself
• Check website redirects aren't removing parameters
• Verify GA4 tracking code on landing pages

Issue 3: Sessions Much Lower Than Partner's Click Count

Expected difference: 10-20% (some clicks don't result in page load)

If difference >30%:

1. Partner inflating click numbers
2. Bots/invalid traffic clicking partner links
3. Slow page load (users closing before GA4 tracks)
4. Tracking code issues on landing page

Fix:

• Compare with other analytics (server logs)
• Check landing page performance (load time)
• Verify GA4 tracking on landing pages
• Discuss data discrepancy with partner

Partner UTM Tracking Checklist

✅ Setup (one-time per partner):

• Generate unique UTM link (partner domain as utm_source)
• Create branded short link
• Add to partner tracking spreadsheet
• Email link to partner with instructions
• Follow up after 1 week if not implemented

✅ Verification (per partner):

• Visit partner website
• Click link to your site
• Verify URL includes UTM parameters
• Test in GA4 Realtime (shows correct source/medium)
• Mark as "Active" in tracking spreadsheet

✅ Monthly Monitoring:

• GA4 → Reports → Traffic Acquisition
• Filter: Medium = "referral"
• Check each partner appears with traffic
• Compare sessions to partner click data (should be within 20%)
• Generate partner performance report
• Share report with partners and internal team

✅ Quarterly Review:

• Audit top 20 partners for link compliance
• Identify partners driving most value
• Reach out to low-performing partners (offer help with promotion)
• Update partnership strategy based on data

FAQ

Can I use the same UTM link for all partners?

No. Each partner needs unique utm_source value (their domain) so you can track individual partner performance.

What if partner wants a "clean" URL without parameters?

Create redirect: yoursite.com/partner/[name] → Redirects to homepage with UTM parameters. Give partner the clean redirect URL.

How do I track partner conversions?

GA4 automatically attributes conversions to traffic source. Check: GA4 → Reports → Traffic Acquisition → Add "Conversions" metric.

Should I share attribution reports with partners?

Yes. Monthly reports showing traffic, conversions, and revenue build trust and motivate continued promotion.

What if partner changes their domain?

Update their UTM link with new domain. Old links will still work but will show old domain in reports. Use redirects to consolidate.

How do I handle international partners?

Use full domain including TLD: utm_source=partner.co.uk, utm_source=partner.de. This distinguishes regional partners.

Conclusion

Partner UTM tracking setup:

1. Generate unique UTM link per partner (partner domain as utm_source, "referral" as medium)
2. Create branded short link for each partner
3. Distribute links with clear implementation instructions
4. Verify implementation (visit partner site, test in GA4 Realtime)
5. Monitor monthly attribution reports
6. Share performance data with partners and internal team

Never give partners base URLs. Always provide UTM-tagged links.

This ensures every partner gets proper attribution and you can prove partnership ROI.

Related: Complete Partnership Attribution Documentation