About UTM Analytics
UTM parameters track the exact origin of traffic to your site, letting you identify which campaigns, ads, or specific links are driving visits and conversions — from Google Ads, email campaigns, social posts, and more.
When a visitor lands on your site through a URL with UTM parameters, those parameters are captured by your site. If a Panda Video player is present on that page, we associate the UTMs with the player's events and surface them in our Analytics reports — so you can see how each campaign actually impacts video performance.
How it works
- UTMs are read from the URL of the page hosting the Panda Video player.
- Five UTM dimensions are tracked:
utm_source,utm_medium,utm_campaign,utm_term, andutm_content. - For each dimension, Panda aggregates daily totals of views, plays, unique views, and unique plays.
- Data is hosted on
data.pandavideo.com(separate from the main API host).
Use cases
- Compare paid traffic (Google Ads, Meta Ads) vs. organic referrals
- Measure which email campaigns produce the most engaged viewers
- A/B test landing pages by tagging each with a different
utm_content - Identify the channels with the highest unique-play rate (real engagement, not just views)
What's next
- Get UTM Analytics — retrieve daily metrics for any of the five UTM dimensions