Using UTM Tags in SMS Links for Performance Tracking in Kenya.

Introduction

In Kenya, SMS is one of the most cost-effective and high-impact communication channels, with open rates consistently above 90%. Businesses, NGOs, churches, and SACCOs rely on it to reach audiences instantly. But sending messages is only half the job—measuring performance is what drives growth.

That’s where UTM tags come in. By adding UTM parameters to links in your SMS campaigns, you can track exactly how customers interact with your messages.

At SMSLeopard, we make it simple for organizations to not only send SMS but also measure ROI with UTM-tagged links. This blog explains how to use UTM tags, why they matter, and how to analyze performance effectively.

What are UTM Tags?

UTM (Urchin Tracking Module) tags are small text snippets you add to the end of a URL. They allow analytics tools (like Google Analytics) to track the source, medium, campaign, and other details of traffic coming to your website.

Example of a UTM-tagged link: www.mystore.co.ke?utm_source=sms&utm_medium=bulk&utm_campaign=flashsale

Setting UTM Parameters for SMS Links

Here are the key UTM parameters you should use:

1. utm_source → Identifies the traffic source.

   • Example: utm_source=sms

2. utm_medium → Identifies the marketing channel.

   • Example: utm_medium=bulk or utm_medium=whatsapp

3. utm_campaign → Names the campaign for reporting.

   • Example: utm_campaign=august_sale

4. utm_content (optional) → Distinguishes variations within a campaign (great for A/B testing).

   • Example: utm_content=discount10

Full Example: www.shopkenya.co.ke?utm_source=sms&utm_medium=bulk&utm_campaign=august_sale&utm_content=vip_customers

Best Practices for Adding UTM Tags in SMS

• Keep URLs short → Long links eat into your 160-character SMS limit. Use a URL shortener (SMSLeopard supports smart link shortening).

• Be consistent → Use the same naming conventions across campaigns for clean reporting.

• Segment your links → Different segments (e.g., Nairobi vs. Mombasa, Swahili vs. English) should have unique UTM tags.

• Test before sending → Always click the tagged link to ensure it redirects properly.

Analyzing Link Performance

Once you add UTM tags, you can track:

1. Traffic Volume – How many users visited your site via SMS.

2. Conversion Rates – How many completed purchases, donations, or sign-ups.

3. Segment Performance – Compare results across regions, languages, or behaviors.

4. A/B Testing Results – See which SMS template or CTA drove more engagement.

Example Insight:

• Nairobi segment (utm_campaign=nairobi_sale) → 12% conversion rate.

• Mombasa segment (utm_campaign=mombasa_sale) → 6% conversion rate. → Action: Adjust offers or timing for Mombasa.

How SMSLeopard Simplifies Performance Tracking

With SMSLeopard, you don’t have to juggle multiple tools:

• Built-in link shortener → Add UTM tags without cluttering SMS.

• Campaign analytics dashboard → Track clicks, delivery, and conversions.

• Segmentation support → Create UTM tags for region, language, or behavior-based campaigns.

• ChatSasa integration → Extend UTM tracking to WhatsApp links.

Conclusion

Adding UTM tags to SMS links transforms your campaigns from guesswork into data-driven strategies. You’ll know not just that your message was delivered, but whether it converted into action.

With SMSLeopard, creating, sending, and tracking UTM-tagged SMS campaigns is simple. You get powerful insights that help refine your strategy, improve personalization, and maximize ROI.

Ready to track smarter? Log in to SMSLeopard today and start building UTM-enabled SMS campaigns that deliver measurable results.