URL Params & Web Storage

Overview

When visitors land on your page, the URL or browser can carry information about who they are, where they came from, and what they've already done. Users may also save answers. Understanding these concepts can help you interpret your analytics and ask the right questions when building assets.

URL Parameters

URL parameters (also called query parameters) are any key–value pairs in a URL after the ?. UTM parameters are a specific type of URL parameter, but you can define your own for any purpose.

For example:

https://yourdomain.com/quiz?referral=partner_abc&plan=pro

Here, referral and plan are custom parameters. You might use these to:

Pre-fill a field in a quiz (e.g. populate the company name field from a CRM link)
Skip steps the visitor has already completed in a previous session
Route visitors to a specific variant based on the ad they clicked
Pass context from one page in your funnel to the next

SuperFunnel can read URL parameters and use them to drive quiz logic or pre-populate fields.

UTM Parameters

UTM parameters are tags appended to a URL to track the source of traffic. They are widely used in advertising and email campaigns and are the standard way analytics tools identify where a visitor came from.

The five standard UTM parameters are:

Parameter	Purpose	Example value
`utm_source`	The platform or site sending traffic	`facebook`, `google`
`utm_medium`	The marketing channel	`cpc`, `email`
`utm_campaign`	The specific campaign name	`summer_sale_2026`
`utm_content`	Used to distinguish ads within a campaign	`headline_v1`
`utm_term`	The paid keyword (search campaigns)	`landing+page+builder`

A URL with UTM parameters looks like this:

https://yourdomain.com/landing-page?utm_source=facebook&utm_medium=cpc&utm_campaign=summer_sale_2026

SuperFunnel captures UTM parameters automatically on page load and associates them with any leads or conversions recorded during that session.

Local Storage

Local storage is a space in the visitor's browser where data can be saved indefinitely. It persists across sessions until the user clears their browser data.

SuperFunnel can read and write to local storage to:

Remember that a visitor has already completed a quiz, and skip steps they've seen
Carry data across different pages within a funnel
Pre-fill fields using information from a previous visit

Session Storage

Session storage works the same way as local storage, but only lasts for the current browser session. Once the visitor closes the tab, the data is gone.

It is useful for passing context within a single visit, such as keeping track of which answers a visitor gave on one page so the next page can respond accordingly, without storing anything long-term in their browser.

Data Best Practices

Keep it simple. Use the simplest mechanism that meets your needs. If you only need URL parameters, don't also reach for local or session storage. Keep your logic and values simple.
Be consistent with field names. Use the same field value names across your pages, quizzes, and forms so data carries cleanly from one asset to the next. Example, have all email fields set to "email."
Fields are saved by default. All SuperFunnel fields are saved automatically, so you don't need to re-save them. Retrieve a field with getValue(). If one is missing, use setValue().
Prefill data. URL parameters and storage can prefill answers in a quiz or form. When the required fields were already populated, prefill data or send the visitor straight to the results step.
Let SuperFunnel handle the logic. You don't need to write any code. When building a quiz or page, just describe what you want, for example "pre-fill the email field from a URL parameter called email" or "skip the first step if the visitor has already completed it," and the SuperAgent implements it for you.

Email support@superfunnel.ai if you'd like more information on how to save data.