Custom Parameters

While UTM parameters cover most tracking needs, some teams need additional parameters specific to their workflow. Attri lets you define custom parameters that work exactly like UTMs throughout the platform. We built this because our own campaigns needed more dimensions than the standard five.

Creating a custom parameter

1. Go to Parameters in the sidebar
2. Click Add parameter
3. Enter the parameter key (e.g., region, product_line, partner_id)
4. Enter a label for display purposes
5. Click Save

Takes about ten seconds. Your new parameter appears alongside the standard UTMs and can be used in link creation, templates, and the API.

Managing values

Just like UTM parameters, custom parameters can have a list of allowed values. This keeps your data clean and consistent across the team.

1. Click the parameter name in the parameters list
2. Add values with labels
3. Toggle values on or off as needed

Use cases

We’ve seen teams get creative with these. Here are the most common patterns:

• Region or market — Track which geographic market a campaign targets (region=emea, region=apac)
• Product line — Attribute clicks to specific products (product=pro, product=starter)
• Partner or affiliate ID — Track referral partners (partner_id=acme-corp)
• Internal team — Know which team created the link (team=growth, team=brand)

Notes

• Custom parameters are appended to the destination URL alongside UTM parameters
• They appear in link exports and API responses
• There’s no limit to the number of custom parameters per workspace (though we’d recommend keeping it under a dozen for your own sanity)