Leveraging UTM Links for SMS Attribution in Kenya.
August 12, 2025
written by Maingi
In the evolving landscape of digital marketing in Kenya, businesses are moving beyond simple “send and hope” approaches with SMS. Today, organizations want to know exactly which campaigns are working, which messages drive action, and how to fine-tune future communication for maximum ROI. One of the most effective ways to achieve this is by using UTM (Urchin Tracking Module) links in your SMS campaigns.
When combined with SMSLeopard’s advanced bulk messaging platform, UTM tracking enables Kenyan businesses to monitor campaign performance in Google Analytics and other analytics tools with pinpoint accuracy.
Why Attribution Matters for SMS in Kenya
While SMS has one of the highest open rates among all marketing channels (often above 95%), not all messages lead to desired outcomes like website visits, sign-ups, or purchases. Without proper attribution, you can’t tell whether that spike in web traffic came from your SMS or from another channel.
Attribution allows you to:
Track click-through rates for SMS campaigns.
Measure conversions and sales driven by specific messages.
Compare the performance of SMS against email, social media, and paid ads.
Optimize timing, targeting, and content based on real data.
Understanding UTM Codes
UTM parameters are small tags added to the end of a URL. They help analytics tools identify where traffic came from, what campaign it was part of, and how users interacted with it.
A UTM-tagged link might look like this:
arduinoCopyEdithttps://www.example.com/product?utm_source=sms&utm_medium=bulk&utm_campaign=august_sale
Key UTM parameters include:
utm_source – Identifies where the traffic came from (e.g.,
sms).utm_medium – Describes the marketing channel (e.g.,
bulk).utm_campaign – Names the campaign (e.g.,
august_sale).utm_term (optional) – Tracks keywords or audience segments.
utm_content (optional) – Differentiates between multiple links in the same campaign.
Why Use UTM Codes in SMS?
In Kenya, businesses often run multi-channel campaigns where SMS is just one piece of the puzzle. Without UTM parameters, all web traffic might appear as “direct” in analytics, making it impossible to measure SMS performance separately.
With UTM tagging, you can:
Identify high-performing campaigns and repeat them.
Test variations in messaging and targeting.
Allocate budgets to the most effective channels.
How SMSLeopard Supports UTM Integration
SMSLeopard’s platform is built with link tracking and campaign analytics in mind, allowing you to easily integrate UTM parameters into your SMS links.
Step-by-step process:
Create a UTM Link: Use free tools like Google’s Campaign URL Builder or a CRM-integrated generator.
Shorten the Link: SMSLeopard automatically shortens long UTM-tagged links, making them mobile-friendly and aesthetically clean.
Send the Campaign: Include the shortened link in your bulk SMS.
Track Results: View click-through data in SMSLeopard and match it with website behavior in Google Analytics.
Best Practices for Using UTM Links in SMS Campaigns
Keep It Simple: Long links look suspicious—always use SMSLeopard’s link shortener.
Be Consistent: Use the same naming conventions for campaigns to avoid data fragmentation.
Segment Your Audience: Create separate UTM codes for different audience groups to compare performance.
Pair with Strong CTAs: Even the best tracking won’t help if people aren’t motivated to click.
Monitor and Optimize: Use analytics reports to adjust messaging, timing, or offers for better results.
Real-World Example
A Nairobi-based e-commerce store ran a Back-to-School SMS campaign with the following UTM link:
arduinoCopyEdithttps://www.store.co.ke/backtoschool?utm_source=sms&utm_medium=bulk&utm_campaign=back_to_school_aug2025
Results after 7 days:
8,500 SMS delivered.
2,100 link clicks (24.7% CTR).
420 purchases attributed to the campaign.
ROI: 7.3x on SMS spend.
By using UTM codes, the store clearly saw that SMS was outperforming Facebook ads for this promotion.
Compliance and Best Practices in Kenya
Always include opt-out options in SMS campaigns.
Ensure compliance with the Kenya Data Protection Act.
Avoid misleading links—customers should know where they’re clicking.
Why SMSLeopard Is the Best Partner for UTM-Based SMS Campaigns
Local Expertise: Designed for Kenyan businesses and regulations.
Built-in Link Shortener: No need for external tools.
Advanced Segmentation: Send different links to different audience segments for deeper insights.
Comprehensive Analytics: See performance at a glance, from delivery rates to conversions.
Ready to Track and Win? With SMSLeopard, you’re not just sending messages—you’re gathering actionable insights that grow your business.
Start your next UTM-powered SMS campaign today.
Visit www.smsleopard.com