UTM Parameters are used to track where the applicant clicked on the application form. You can use this to track marketing or sourcing campaigns, as well as for A/B testing.

What's Covered

Generate the URL from the Applicant Table

You can generate the URL directly in the Applicant table.

    1. Select Applicants and choose Applicant Table from the dropdown menu.

    2. Select Share.

    3. Type the source you'd like to include into the UTM source field. It will then appear in the URL when you enter it here.

Reporting Source

You can use our UTM source tracking, which is available to be pulled as a data field in Fountain exports. Please note that we currently only support UTM parameters when used with the Fountain application form.


Fountain supports the following parameters: 

utm_medium utm_source utm_content
utm_term utm_campaign  
These will be passed into the Fountain forms as URL parameters, and when an application is submitted, we will record them within the applicant data.
These will be recorded as regular applicant data keys which you can use in the Reports section for analysis (i.e. how many applicants came from Google search, etc.). More information about that can be found here.


Using UTM Parameters 

  1. To add UTM parameters, you'll first need to locate the URL for opening you'd like to begin tracking. Select Jobs then select Jobs Directory. 

  2. Select the Country your Opening is based in as well as the Company or Brand, then select Search Openings.

  3. Choose the opening you'd like to utilize UTM Parameters in. You can select View on the opening, or you can filter to the opening using the View button.

    You can also filter for the opening using the Radius, Location, Position, and State.

  4. Once you have selected your opening, the job application form will appear. If you disabled the jobs directory, you can preview the application form for the opening you'd like to use and select everything in the URL before the ? sign. 
  5. Copy the URL and paste it into any text editor (Microsoft Word, text edit, etc), so we can add the parameters without the risk of losing them.

  6. Once you have pasted the URL, we can begin to add the UTM parameters. To add your first parameter, you'll need to place a "/? at the end of the URL like so:

  7. Now you can add your first UTM parameter. These do not have to go in any particular order, and you can have only one of each parameter type in any one URL:

  8. If you'd like to add multiple parameters, such as a source and a campaign, you'll need to add the & symbol after each parameter like so:

  9. From there, you can post the link that corresponds to the UTM (i.e. on Facebook, you'll post the link with utm_source=facebook, and for Google you'll use a link with utm_source=google).

That's it! Once you've collected some applicants, you can create an export to track the metrics surrounding your UTM parameters. Additionally, you can view the UTM Source in an Applicant's profile.


To learn more about how to set up a custom export, please see our Help Center article here. When adding the fields to export, the data key will begin with utm_. If you add all of the relevant fields to your report, you should get a report that shows all of the sources from which you can analyze that data.

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