How to Track Inbound Traffic from a Press Release

There are plenty of benefits to using Business Wire to distribute your press release, but one of the biggest is visibility. News distributed through Business Wire is easy to find across media and search platforms, giving your news the exposure it deserves. Whether it’s right when it hits the wire or in the middle of the night when someone’s searching for a solution, your story is instantly accessible. 

Tip: Use hyperlinks. We always encourage clients to include hyperlinks in their press releases. Why? Because they guide readers straight to your website, where they can learn more about your company, product, or service. 

Even better, hyperlinks help you measure impact. Business Wire’s NewsTrak reports show how many times each link is clicked. But for even deeper insights, like where your traffic is coming from or how well your landing page is converting, consider adding UTM parameters to your links. These tracking codes give you a more complete picture of how your press release supports your business goals.  

What's a UTM Link? Why Does It Matter?

A UTM link is just a regular URL with a little extra info added to the end, kind of like a name tag. This extra info helps your analytics tool (like Google Analytics) track where your traffic is coming from.  

For example, when someone clicks a link in your press release, a UTM tag can tell you that the visitor came from that release – not from a social post, ad, or email. This helps you see which channels are driving traffic, so you can measure what’s working and make smarter marketing decisions.  

It’s especially important to use UTM links for any URLs in your press release that lead back to your own website, product page, or campaign landing page. That way, you can clearly track how your press release is contributing to engagement and conversions on your platforms. There’s no need to tag every link – just focus on the ones pointing to your owned content.  

Common UTM Parameters and What They Mean

Here are the main pieces of info you’ll add to your URL with UTM tags:

• utm_source: Where the traffic comes from (e.g., businesswire, twitter, newsletter)
• utm_medium: The type of marketing channel (e.g., pressrelease, social, email)
• utm_campaign: The name of your specific campaign (e.g., productlaunch2025, earningsq3)
• utm_term: (Optional) Keywords for paid search campaigns
• utm_content: (Optional) To differentiate similar links in the same campaign

UTM tags are case-sensitive, so keep naming consistent (e.g., always use lowercase) to avoid splitting your data. 

When Should You Use a UTM Link? 

Any time you’re sharing a link to your content online — in a press release, blog post, social media update, ad, or email — you should consider using a UTM link. It’s a simple way to keep track of where your traffic is coming from and what is driving results.  

You can customize UTM links based on the platform (like news releases vs. blog posts) or the topics (like earnings vs. product announcements). This lets you compare performance across channels and understand what your audience is engaging with – and where they’re finding you!  

How to Create a UTM Link in 4 Simple Steps

If your company has a team that oversees analytics, ask for help creating UTM links to add to your news release. If you manage the analytics yourself, here’s a quick guide:  

1. Start with your base URL: This is the link you want people to visit. https://www.yourcompany.com/product-launch
2. Choose a UTM builder tool: Google’s Campaign URL Builder is a free and easy option. Other options include HubSpot’s UTM builder or browser extensions.  
3. Fill in the UTM parameters: Add your campaign source, medium, name, and (optionally) term or content.  
4. Copy and use the generated link: The UTM link will look like 
   
   https://www.yourcompany.com/product-launch?utm_source=businesswire&utm_medium=pressrelease&utm_campaign=productlaunchq3 

Long URLs with UTM parameters can look unwieldy. Business Wire suggests using a URL shortener (like bit.ly) for sharing on social media or print. 

UTM Tracking Limitations

UTM links are great for tracking, but they don’t capture all the traffic your content generates. Some third-party websites that republish your Business Wire press release may strip out UTM parameters from your link. And not every reader will click your link. Some may simply search for your company or product name directly instead.  

That’s why it’s best to view UTM data as a snapshot of the traffic you’re driving – not a complete picture. It helps show part of the story, but it won’t reflect every single visit or action initiated by your press release.  

Making Sense of Your Data  

Once you add tracking links to your press release, you can see what people do after they click through to your site. This gives you helpful insights.

• Is your landing page doing its job? News releases often link to a homepage or campaign page. But is that page actually keeping people engaged? If visitors are leaving within a few seconds, it might be time to rethink the layout, content, or call to action. On the flip side, if they’re clicking around and spending time, that’s a good sign!  
• Are you reaching the right people? UTM data can help you see if your press release is bringing in new audiences or nudging existing ones to act faster.
• Where are your readers coming from? You’ll be able to tell what regions your audience is in and whether they’re browsing on mobile or desktop, which helps tailor future campaigns.  
• What actions are they taking? Are people downloading your promoted content, signing up for your newsletter, or checking out your product page after reading your press release? UTMs can show you that.  
• Which topics work best? Over time, you’ll see which news releases drive the most clicks and engagement, so you can do more of what’s working.  

Your press releases can spark a lot of interest – so don’t miss the chance to learn from the traffic they generate. Using UTM links gives you real data on what’s working and what’s not. It’s a smart way to improve future campaigns, tweak landing pages, refine keywords, and make sure you’re giving your audience what they need.