URL parameters are values that can be added to the invitation email to pass additional information about the respondent, such as the campaign name. When these parameters are included at the start of a questionnaire, they are automatically stored and can be used as variables, similar to public variables.
For example: ?utm_medium=qr.
Usage
URL parameters can also be used to set the respondent’s preferred language. For instance, ?lang=en-GB will set the preferred language to British English, if present.
A popup telling the respondent that a wrong URL parameter is used will be shown to the respondent if one of the parameters in the URL is not defined in the list of parameters.
A URL parameter is stored as a public variable and can therefore be used within the survey. To use these values in the questionnaire, a corresponding variable must be created in the Variables tab (see also the image on the below). Once added, these variables function in the same way as other sample values.
Special URL parameters
Some URL parameters are automatically added when a new questionnaire is created. These cannot be modified or removed.
This includes lang (used to set the language via the URL) and UTM parameters (described below).
UTM parameters
Urchin Tracking Module (UTM) parameters are a set of five URL parameter variants used to track the effectiveness of online marketing campaigns across different traffic sources and publishing media. The table below provides an overview and explanation of these parameters.
| Parameter | Description | Example |
| utm_source | Identifies the source of the traffic (e.g., website or platform). | utm_source=qrcode, or utm_source=reminder |
| utm_medium | Identifies the marketing medium used (e.g., email or pay-per-click). | utm_medium=email |
| utm_campaign | Identifies a specific campaign or promotion. | utm_campaign=spring |
| utm_term | Identifies the search terms used. | utm_term=shoes |
| utm_content | Identifies the specific element clicked (e.g., button, banner, or text link). | utm_content=button |
Export to Excel/SPSS
URL parameters are automatically exported to Excel/SPSS (if a value is provided). There is no need to create variables or assign values manually from the URL parameters. In the export, they are treated as sample variables.