What is INP by UTM Campaign
INP by UTM Campaign shows the Interaction to Next Paint (INP) value across different UTM campaigns (e.g., blog_us_stores_banner). This lens helps you identify which UTM campaigns deliver a slower or laggier experience when users interact with your site.
Only UTM campaigns that brought in traffic during the selected period are included.
INP is one of the Core Web Vitals and measures how fast your site reacts to user input—like taps, clicks, and keyboard actions. Slow INP usually means something on the page (heavy JavaScript, layout thrashing, etc.) is getting in the way of a smooth experience.
Healthy INP by UTM Campaign sample
Should you worry
A healthy INP by UTM campaign lens looks all green. Some campaigns might perform slightly better than others, but unless there’s yellow or red, it’s good news. The greener the campaign, the more responsive the experience.
Unhealthy INP by UTM Campaign sample
In the example below, INP by UTM campaign shows that blog_sweden_warns has poor interaction performance. This may be due to an overloaded landing page or a lack of optimization for the devices that traffic is coming from.
Resolving unhealthy INP by UTM Campaign
Go-to action plan to resolve an unhealthy INP by UTM Campaign:
Ask Uxi to analyze your INP by UTM Campaign values and suggest improvements.
Use Filters to isolate the campaign in question and compare it across other INP lenses like page, device, or country to get a better sense of where the slowdown is coming from.
Simulate INP of the suspected lens to see if fixing it will resolve the INP by UTM Campaign. If yes, this is where the resolution focus should be.
Use an automated INP optimization tool like INProve to improve your INP by UTM Campaign values.
Once you’ve improved INP, set an alert to be the first to know if it starts worsening again.
Try it yourself
Discover how your website performs with real user data.