diff --git a/package.json b/package.json
index c193e2f774..a88f31ebf9 100644
--- a/package.json
+++ b/package.json
@@ -105,6 +105,7 @@
     "expo-image": "~1.10.3",
     "expo-image-manipulator": "^11.8.0",
     "expo-image-picker": "~14.7.1",
+    "expo-linking": "^6.2.2",
     "expo-localization": "~14.8.2",
     "expo-media-library": "~15.9.1",
     "expo-notifications": "~0.27.3",
@@ -161,6 +162,7 @@
     "react-native-safe-area-context": "4.8.2",
     "react-native-screens": "~3.29.0",
     "react-native-svg": "14.1.0",
+    "react-native-ui-text-view": "link:./modules/react-native-ui-text-view",
     "react-native-url-polyfill": "^1.3.0",
     "react-native-uuid": "^2.0.1",
     "react-native-version-number": "^0.3.6",
@@ -175,8 +177,7 @@
     "tlds": "^1.234.0",
     "use-deep-compare": "^1.1.0",
     "zeego": "^1.6.2",
-    "zod": "^3.20.2",
-    "react-native-ui-text-view": "link:./modules/react-native-ui-text-view"
+    "zod": "^3.20.2"
   },
   "devDependencies": {
     "@atproto/dev-env": "^0.2.28",
diff --git a/src/App.native.tsx b/src/App.native.tsx
index 41b78fc98a..38ae73db79 100644
--- a/src/App.native.tsx
+++ b/src/App.native.tsx
@@ -45,6 +45,7 @@ import {Splash} from '#/Splash'
 import {Provider as PortalProvider} from '#/components/Portal'
 import {msg} from '@lingui/macro'
 import {useLingui} from '@lingui/react'
+import {useUTMSetup} from '#/lib/utm'
 
 SplashScreen.preventAutoHideAsync()
 
@@ -54,6 +55,7 @@ function InnerApp() {
   const {resumeSession} = useSessionApi()
   const theme = useColorModeTheme(colorMode)
   const {_} = useLingui()
+  useUTMSetup()
 
   // init
   useEffect(() => {
diff --git a/src/App.web.tsx b/src/App.web.tsx
index 1efa0567c7..3db91b4807 100644
--- a/src/App.web.tsx
+++ b/src/App.web.tsx
@@ -32,12 +32,14 @@ import {
 import {Provider as UnreadNotifsProvider} from 'state/queries/notifications/unread'
 import * as persisted from '#/state/persisted'
 import {Provider as PortalProvider} from '#/components/Portal'
+import {useUTMSetup} from '#/lib/utm'
 
 function InnerApp() {
   const {isInitialLoad, currentAccount} = useSession()
   const {resumeSession} = useSessionApi()
   const colorMode = useColorMode()
   const theme = useColorModeTheme(colorMode)
+  useUTMSetup()
 
   // init
   useEffect(() => {
diff --git a/src/lib/utm.ts b/src/lib/utm.ts
new file mode 100644
index 0000000000..0e41237204
--- /dev/null
+++ b/src/lib/utm.ts
@@ -0,0 +1,91 @@
+import React from 'react'
+import {nanoid} from 'nanoid/non-secure'
+import * as Linking from 'expo-linking'
+
+import {logger} from '#/logger'
+import {load, save} from '#/lib/storage'
+
+const STORAGE_KEY = 'BSKY_UTM_PARAMS'
+
+let PARAMS: Record<string, any> = {}
+
+async function loadParams() {
+  PARAMS = (await load(STORAGE_KEY)) || {}
+}
+
+async function upsertParams(params: Record<string, any>) {
+  await loadParams() // make sure we're ready
+
+  for (const key in params) {
+    const value = params[key]
+
+    // only overwrite if we have a new value
+    if (value !== null && value !== undefined) {
+      PARAMS[key] = value
+    }
+  }
+
+  await save(STORAGE_KEY, PARAMS)
+
+  logger.debug('utm: updated', {params: PARAMS})
+}
+
+export function handleIncomingURL(url: string) {
+  const {searchParams} = new URL(url, 'http://throwaway.com')
+  const params = Object.fromEntries(
+    Array.from(searchParams.entries()).filter(([key]) =>
+      key.startsWith('utm_'),
+    ),
+  )
+
+  upsertParams(params)
+}
+
+export function getParams() {
+  return PARAMS
+}
+
+const UTM_TO_MP: {[key: string]: string} = {
+  utm_id: 'cid',
+  utm_source: 'cs',
+  utm_medium: 'cm',
+  utm_campaign: 'cn',
+  utm_term: 'ck',
+  utm_content: 'cc',
+  // unsure how to map these
+  // utm_source_platform: '',
+  // utm_creative_format: '',
+  // utm_marketing_tactic: '',
+}
+
+export function getUTMParamsAsMeasurementProtocol() {
+  return Object.entries(PARAMS).reduce(
+    (acc, [key, value]) => {
+      acc[UTM_TO_MP[key]] = value
+      return acc
+    },
+    {
+      v: 1,
+      tid: 'UA-xxx', // TODO
+      t: 'event',
+    } as Record<string, any>,
+  )
+}
+
+export function emitEvent() {
+  const params = getUTMParamsAsMeasurementProtocol()
+  // TODO events?
+  const payload = new URLSearchParams(params).toString()
+  const url = new URL('/collect', 'https://www.google-analytics.com')
+  url.searchParams.set('payload_data', encodeURIComponent(payload))
+  url.searchParams.set('z', Date.now().toString() + '-' + nanoid()) // TODO
+
+  fetch(url.toString()).catch(() => {})
+}
+
+export function useUTMSetup() {
+  const url = Linking.useURL()
+  React.useEffect(() => {
+    if (url) handleIncomingURL(url)
+  }, [url])
+}
diff --git a/yarn.lock b/yarn.lock
index d26d098729..0c89fde1f8 100644
--- a/yarn.lock
+++ b/yarn.lock
@@ -11725,6 +11725,14 @@ expo-keep-awake@~12.8.1:
   resolved "https://registry.yarnpkg.com/expo-keep-awake/-/expo-keep-awake-12.8.1.tgz#3c8df9d86c265741b5e7bdd36965aa0c6fc17df0"
   integrity sha512-P/VZFV02Rzgj13skMwH+ceGOGZSEdaUu5n7pCS3wThh2LppZjPJ7sBxUwyzeLa3DXEVUtwLZi+BiQ91wPwy9Gg==
 
+expo-linking@^6.2.2:
+  version "6.2.2"
+  resolved "https://registry.yarnpkg.com/expo-linking/-/expo-linking-6.2.2.tgz#b7e148068ae49fd9ad814428c16fdf7a236e8aca"
+  integrity sha512-FEe6lP4f7xFT/vjoHRG+tt6EPVtkEGaWNK1smpaUevmNdyCJKqW0PDB8o8sfG6y7fly8ULe8qg3HhKh5J7aqUQ==
+  dependencies:
+    expo-constants "~15.4.3"
+    invariant "^2.2.4"
+
 expo-localization@~14.8.2:
   version "14.8.2"
   resolved "https://registry.yarnpkg.com/expo-localization/-/expo-localization-14.8.2.tgz#e0bbed2293265834d21a1c58d3a5f8d265bd04ae"