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How do I protect UTM parameters from being stripped?

protect utm parameters preserve utm tracking utm redirect best practices server-side utm tracking utm parameter protection

Quick Answer

Standard UTM parameters (utm_source, utm_medium, utm_campaign) survive iOS privacy restrictions -- Apple only strips platform click IDs (gclid, fbclid). Protect UTMs from technical stripping by: configuring 301/302 redirects to pass query strings (Apache QSA flag, Nginx $args), using link shorteners with query preservation enabled, storing UTMs in first-party cookies/localStorage on first page load, and implementing server-side capture before client-side code runs. The biggest risk isn't browsers -- it's your own infrastructure silently dropping parameters through misconfigured redirects and SPAs that don't preserve URL state.

Full Answer

Protecting UTM parameters requires both technical configuration and architectural decisions. The most reliable approach: capture attribution data server-side on first page load, before any redirects can strip parameters. Server Configuration: Fix Your Redirects Preserve Query Strings in .htaccess The QSA (Query String Append) flag preserves UTM parameters through HTTPS redirects. Nginx Configuration Nginx preserves query strings by default when using $request_uri, but custom rewrites can accidentally drop them. Minimize Redirect Chains According to Admetrics, "Minimizing redirects protects against UTM loss." Each redirect is an opportunity for parameters to vanish. Audit your funnel:

  • Landing page loads → Mobile redirect → Regional redirect → Final destination = 3 opportunities for UTM loss
  • Eliminate unnecessary redirects by using responsive design instead of separate mobile sites URL Shortener Configuration Most URL shorteners offer parameter preservation settings:
  • Bit.ly: Premium plans preserve query parameters
  • Custom shorteners: Configure to append original query strings...

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Cherry Tree by Seresa - https://seresa.io/seed/utm-attribution/_archive-protect-utm