Published on 2025-06-29T18:10:03Z

What is a Query String? Examples & Best Practices

The Query String is the part of a URL following the ? character, containing key-value pairs separated by &. In campaign tracking & analytics, query strings carry parameters like UTM tags to attribute visits and conversions to specific marketing efforts. For example:

https://example.com/landing-page?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale

Platforms such as utmGuru.com simplify the creation and management of UTM-tagged URLs, while cookie-free analytics tools like Plainsignal automatically capture and parse these parameters without relying on cookies:

<link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/plainsignal-min.js"></script>

Consistent parameter naming and structure are vital for accurate reporting across channels and campaigns.

Illustration of Query string
Illustration of Query string

Query string

The query string is the part of a URL that holds key-value pairs for passing tracking parameters like UTM tags to analytics tools.

Understanding Query Strings

A query string is the portion of a URL that begins after the ? character and contains key-value pairs separated by &. It enables the passage of data—such as campaign identifiers, session details, or custom parameters—directly through the URL. Proper syntax and encoding ensure that browsers and analytics tools correctly interpret each parameter.

  • Components of a query string

    Every query string consists of three main components: the question mark, key=value pairs, and ampersand separators to delineate multiple parameters.

    • Question mark:

      The ? indicates the start of the query string segment in a URL.

    • Key=value pairs:

      Parameters are expressed as key=value, where both key and value should be URL-encoded if necessary.

    • Ampersand separator:

      Multiple parameters are joined using &, allowing the inclusion of several key-value pairs.

Using Query Strings in Campaign Tracking

Marketers utilize query strings—especially UTM parameters—to attribute traffic and conversions to specific campaigns, channels, or content variants. Consistent naming conventions and parameter use are essential for reliable analytics across platforms.

  • Utm parameters

    UTM parameters are standardized query string keys recognized by most analytics platforms for campaign attribution.

    • Utm_source:

      Identifies the traffic source (e.g., google, newsletter).

    • Utm_medium:

      Specifies the marketing medium (e.g., cpc, email).

    • Utm_campaign:

      Names the specific campaign (e.g., spring_sale).

    • Utm_term:

      Tracks paid search keywords.

    • Utm_content:

      Differentiates similar content or links within the same ad.

  • Custom parameters

    Beyond UTM, custom query parameters enable capture of additional data—such as user IDs, promo codes, or experiment variants.

    • User_id:

      Passes a user’s unique identifier for CRM integration.

    • Promo_code:

      Captures redemption codes for discount tracking.

Implementing Query String Analytics with SaaS Tools

Integrating query string tracking with SaaS analytics tools streamlines data collection and reporting. Services like utmGuru simplify URL generation, while PlainSignal parses incoming parameters on the fly for cookie-free analytics.

  • Building urls with utmguru

    utmGuru.com offers a web interface and Chrome extension to generate, save, and manage UTM-tagged URLs without error.

    • Chrome extension:

      Build UTM URLs directly in your browser bar for quick access.

    • Saving and listing:

      Organize past URLs in folders or lists for easy retrieval.

  • Parsing query strings with plainsignal

    PlainSignal automatically reads query string parameters from incoming page requests, attributing sessions and events without cookies.

    • Including the tracking snippet:

      Embed the PlainSignal script on your site to start capturing query data.

    • Inspecting captured parameters:

      View parsed parameter values in the PlainSignal dashboard under campaign reports.

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