How can I track applications forwarded to our website?
When someone clicks Apply on Magnet.me and continues to your careers website, Magnet.me automatically adds tracking parameters to the URL. Tools such as Google Analytics can use these parameters to identify where the visitor came from.
However, the parameters alone are not enough. Your careers website and tracking tools, such as your ATS or analytics platform, must be configured to capture and process them correctly.
Why this matters
Most jobs on Magnet.me use external applications: job seekers are forwarded to an employer’s website to complete their application. Once they leave Magnet.me, we cannot see whether they complete the application or drop out.
This can cause Magnet.me’s performance to be underreported, especially when applicants are not asked how they found the vacancy. Magnet.me has supported tracking solutions for years, but they must be implemented correctly on the employer’s side.
How tracking works
When someone follows a link from Magnet.me to an external website, we append UTM parameters to the URL. UTM stands for Urchin Tracking Module. These parameters were popularised by Google Analytics and describe where a visitor originated.
For example:
Original URL
https://example.com/jobs/12345
URL with UTM parameters
https://example.com/jobs/12345?utm_source=magnetme&utm_medium=paid&utm_campaign=externalApply&utm_content=198879
Your analytics platform or ATS can read these values and attribute the visit or application to Magnet.me.
How to test the tracking link
Log out of Magnet.me, find your vacancy as a public visitor, and continue to the external application without creating a profile.
UTM parameters are only added for public visitors and job seekers. You will not see them when you follow your own vacancy link while logged in as a recruiter.
Which parameters does Magnet.me use?
Magnet.me automatically adds four parameters to external links, unless you have overridden them manually:
utm_source: always magnetme
utm_medium: paid, free, or referral
utm_campaign: externalApply, opportunity, org-page, or message
utm_content: the internal Magnet.me ID of the vacancy or company. It is omitted for links in messages.
Example:
Original URL
https://careers.ortec.com/jobs-netherlands/
Tracked URL
https://careers.ortec.com/jobs-netherlands/?utm_source=magnetme&utm_medium=paid&utm_campaign=externalApply&utm_content=198879
In this example, the vacancy was promoted when the visitor clicked, so utm_medium is paid. For a non-promoted vacancy, it would be free. For links sent in a message, utm_medium is referral.
UTM values by click type
Apply button on a promoted vacancy
utm_source: magnetme
utm_medium: paid
utm_campaign: externalApply
utm_content: the vacancy’s Magnet.me ID
Apply button on a non-promoted vacancy
utm_source: magnetme
utm_medium: free
utm_campaign: externalApply
utm_content: the vacancy’s Magnet.me ID
External link on a vacancy page
utm_source: magnetme
utm_medium: referral
utm_campaign: opportunity
utm_content: the vacancy’s Magnet.me ID
Whether the vacancy is promoted does not affect this type of link.
External link on a company page
utm_source: magnetme
utm_medium: referral
utm_campaign: org-page
utm_content: the company’s Magnet.me ID
Whether a vacancy is promoted does not apply to this type of link.
Link in a message
utm_source: magnetme
utm_medium: referral
utm_campaign: message
utm_content: not included
Whether a vacancy is promoted does not apply to this type of link.
What your website or ATS needs to do
Your careers website or ATS must support UTM tracking. The parameters need to be captured and linked to the eventual application.
Your tracking setup must pass the UTM values to your ATS, for example through hidden form fields or referral tracking. Relying only on session cookies is not sufficient.
Cookie consent affects what your systems can measure. If your cookie banner blocks analytics until consent is given, some visitors may not appear in your analytics or ATS reports. Magnet.me may still report these visitors as having applied because they consented to tracking on Magnet.me.
In short, Magnet.me provides the information needed to trace applicants, but your website and tools must capture and process it. Your marketing or IT team, or your ATS provider, can usually help configure this.
