RB2B intentionally limits the display of UTM parameters and other tracking identifiers in the dashboard, CSV exports, and most integrations.

This design choice helps maintain a clean, high-signal user experience focused on person-level insights rather than overwhelming users with granular tracking data.

However, when available, RB2B does record UTM data associated with a visitor’s session — including parameters such as utm_source, utm_medium, and utm_campaign.

These values can provide helpful attribution context for sales and marketing teams and are passed through select integrations where that information is most actionable.

UTM data is not shown directly in the RB2B dashboard or standard CSV exports. Instead, it is surfaced within CRM integrations where it contributes to lead attribution and campaign tracking.

When connected, RB2B automatically maps any available UTM data to the corresponding contact record in HubSpot.

This allows you to trace where an identified visitor originated (e.g., a paid campaign, referral, or social source) and how they first engaged with your site.

Similarly, relevant UTM parameters are passed to Salesforce and attached to the associated lead or contact record.

This provides your sales and marketing teams with richer attribution insight — helping to connect pipeline activity with campaign performance.

UTM and other tracking identifiers are often inconsistent or incomplete, depending on the visitor’s source and the configuration of your marketing channels.

Rather than presenting partial or noisy data in the RB2B dashboard, RB2B prioritizes showing verified, person-level profiles and engagement context.

This approach ensures that analytics remain clear, accurate, and focused on actionable outcomes.

If you would like to see UTM parameters or other identifiers displayed in additional areas (such as the dashboard, exports, or other integrations), we welcome your feedback.

You can submit a feature request or upvote an existing one in our feedback portal to help us prioritize this enhancement for a future release.

By focusing on delivering high-value person-level intelligence while still preserving attribution data in key integrations, RB2B ensures a balance between actionable insights and a streamlined analytics experience.