diff --git a/packages/desktop-gui/cypress/integration/login_spec.js b/packages/desktop-gui/cypress/integration/login_spec.js
index 5a9ec1865502..82ce041e6c4a 100644
--- a/packages/desktop-gui/cypress/integration/login_spec.js
+++ b/packages/desktop-gui/cypress/integration/login_spec.js
@@ -69,6 +69,12 @@ describe('Login', function () {
         })
       })
 
+      it('passes utm code when it triggers ipc \'begin:auth\'', function () {
+        cy.then(function () {
+          expect(this.ipc.beginAuth).to.be.calledWith('Nav Login Button')
+        })
+      })
+
       it('disables login button', () => {
         cy.get('@loginBtn').should('be.disabled')
       })
diff --git a/packages/desktop-gui/cypress/integration/runs_list_spec.js b/packages/desktop-gui/cypress/integration/runs_list_spec.js
index d62ee612b685..c47ceeade608 100644
--- a/packages/desktop-gui/cypress/integration/runs_list_spec.js
+++ b/packages/desktop-gui/cypress/integration/runs_list_spec.js
@@ -303,6 +303,18 @@ describe('Runs List', function () {
     it('does not fetch runs', function () {
       expect(this.ipc.getRuns).not.to.be.called
     })
+
+    it('clicking Log In to Dashboard opens login', () => {
+      cy.contains('button', 'Log In to Dashboard').click().then(function () {
+        expect(this.ipc.beginAuth).to.be.calledOnce
+      })
+    })
+
+    it('clicking Log In to Dashboard passes utm code', () => {
+      cy.contains('button', 'Log In to Dashboard').click().then(function () {
+        expect(this.ipc.beginAuth).to.be.calledWith('Runs Tab Login Button')
+      })
+    })
   })
 
   context('without a project id', function () {
@@ -345,7 +357,7 @@ describe('Runs List', function () {
 
       it('clicking Log In to Dashboard opens login', () => {
         cy.contains('button', 'Log In to Dashboard').click().then(function () {
-          expect(this.ipc.beginAuth).to.be.called
+          expect(this.ipc.beginAuth).to.be.calledOnce
         })
       })
     })
diff --git a/packages/desktop-gui/src/auth/auth-api.js b/packages/desktop-gui/src/auth/auth-api.js
index 0da2a4fba17a..44e1e1f4be2e 100644
--- a/packages/desktop-gui/src/auth/auth-api.js
+++ b/packages/desktop-gui/src/auth/auth-api.js
@@ -21,12 +21,12 @@ class AuthApi {
     })
   }
 
-  login () {
+  login (utm) {
     ipc.onAuthMessage((__, message) => {
       authStore.setMessage(message)
     })
 
-    return ipc.beginAuth()
+    return ipc.beginAuth(utm)
     .then((user) => {
       authStore.setUser(user)
       authStore.setMessage(null)
diff --git a/packages/desktop-gui/src/auth/login-form.jsx b/packages/desktop-gui/src/auth/login-form.jsx
index d24ec89cb738..4d159f29084e 100644
--- a/packages/desktop-gui/src/auth/login-form.jsx
+++ b/packages/desktop-gui/src/auth/login-form.jsx
@@ -115,7 +115,7 @@ class LoginForm extends Component {
 
     this.setState({ isLoggingIn: true })
 
-    authApi.login()
+    authApi.login(this.props.utm)
     .then(() => {
       this.props.onSuccess()
     })
diff --git a/packages/desktop-gui/src/auth/login-modal.jsx b/packages/desktop-gui/src/auth/login-modal.jsx
index 058fe388cb05..949213dd8639 100644
--- a/packages/desktop-gui/src/auth/login-modal.jsx
+++ b/packages/desktop-gui/src/auth/login-modal.jsx
@@ -70,7 +70,7 @@ class LoginContent extends Component {
         <BootstrapModal.Dismiss className='btn btn-link close'>x</BootstrapModal.Dismiss>
         <h1><i className='fas fa-lock'></i> Log In</h1>
         <p>Logging in gives you access to the <a onClick={this._openDashboard}>Cypress Dashboard Service</a>. You can set up projects to be recorded and see test data from your project.</p>
-        <LoginForm onSuccess={() => this.setState({ succeeded: true })} />
+        <LoginForm utm='Nav Login Button' onSuccess={() => this.setState({ succeeded: true })} />
       </div>
     )
   }
diff --git a/packages/desktop-gui/src/runs/runs-list.jsx b/packages/desktop-gui/src/runs/runs-list.jsx
index 2f8a0fb44c87..28633151f917 100644
--- a/packages/desktop-gui/src/runs/runs-list.jsx
+++ b/packages/desktop-gui/src/runs/runs-list.jsx
@@ -284,7 +284,7 @@ class RunsList extends Component {
           <img width='150' height='150' src='https://on.cypress.io/images/desktop-onboarding-thumb-3' />
         </div>
 
-        <LoginForm />
+        <LoginForm utm='Runs Tab Login Button' />
       </div>
     )
   }
diff --git a/packages/server/lib/gui/auth.js b/packages/server/lib/gui/auth.js
index 70aeaaca51e8..c66062b59327 100644
--- a/packages/server/lib/gui/auth.js
+++ b/packages/server/lib/gui/auth.js
@@ -19,6 +19,7 @@ let authState
 let openExternalAttempted = false
 let authRedirectReached = false
 let server
+let utm
 
 const _buildLoginRedirectUrl = (server) => {
   const { port } = server.address()
@@ -26,7 +27,7 @@ const _buildLoginRedirectUrl = (server) => {
   return `http://127.0.0.1:${port}/redirect-to-auth`
 }
 
-const _buildFullLoginUrl = (baseLoginUrl, server) => {
+const _buildFullLoginUrl = (baseLoginUrl, server, utmCode) => {
   const { port } = server.address()
 
   if (!authState) {
@@ -45,6 +46,16 @@ const _buildFullLoginUrl = (baseLoginUrl, server) => {
       platform: os.platform(),
     }
 
+    if (utmCode) {
+      authUrl.query = {
+        utm_source: 'Test Runner',
+        utm_medium: 'Login Button',
+        utm_campaign: 'TR-Dashboard',
+        utm_content: utmCode,
+        ...authUrl.query,
+      }
+    }
+
     return authUrl.format()
   })
 }
@@ -58,7 +69,7 @@ const _getOriginFromUrl = (originalUrl) => {
 /**
  * @returns a promise that is resolved with a user when auth is complete or rejected when it fails
  */
-const start = (onMessage) => {
+const start = (onMessage, utmCode) => {
   function sendMessage (type, name, arg1) {
     onMessage({
       type,
@@ -68,6 +79,7 @@ const start = (onMessage) => {
     })
   }
 
+  utm = utmCode
   authRedirectReached = false
 
   return user.getBaseLoginUrl()
@@ -110,7 +122,7 @@ const _launchServer = (baseLoginUrl, sendMessage) => {
     app.get('/redirect-to-auth', (req, res) => {
       authRedirectReached = true
 
-      _buildFullLoginUrl(baseLoginUrl, server)
+      _buildFullLoginUrl(baseLoginUrl, server, utm)
       .then((fullLoginUrl) => {
         debug('Received GET to /redirect-to-auth, redirecting: %o', { fullLoginUrl })
 
diff --git a/packages/server/lib/gui/events.js b/packages/server/lib/gui/events.js
index f58ff0ac9851..e120ead901b9 100644
--- a/packages/server/lib/gui/events.js
+++ b/packages/server/lib/gui/events.js
@@ -155,7 +155,7 @@ const handleEvent = function (options, bus, event, id, type, arg) {
         return bus.emit('auth:message', msg)
       }
 
-      return auth.start(onMessage)
+      return auth.start(onMessage, arg)
       .then(send)
       .catch(sendErr)
 
diff --git a/packages/server/test/unit/gui/auth_spec.js b/packages/server/test/unit/gui/auth_spec.js
index 50ea9a93dda6..646b13b31b14 100644
--- a/packages/server/test/unit/gui/auth_spec.js
+++ b/packages/server/test/unit/gui/auth_spec.js
@@ -13,6 +13,7 @@ const RANDOM_STRING = 'a'.repeat(32)
 const PORT = 9001
 const REDIRECT_URL = `http://127.0.0.1:${PORT}/redirect-to-auth`
 const FULL_LOGIN_URL = `https://foo.invalid/login.html?port=${PORT}&state=${RANDOM_STRING}&machineId=abc123&cypressVersion=${pkg.version}&platform=linux`
+const FULL_LOGIN_URL_UTM = `https://foo.invalid/login.html?utm_source=Test%20Runner&utm_medium=Login%20Button&utm_campaign=TR-Dashboard&utm_content=Login%20Button&port=${PORT}&state=${RANDOM_STRING}&machineId=abc123&cypressVersion=${pkg.version}&platform=linux`
 
 describe('lib/gui/auth', function () {
   beforeEach(() => {
@@ -66,6 +67,13 @@ describe('lib/gui/auth', function () {
         expect(random.id).to.be.calledOnce
       })
     })
+
+    it('uses utm code to form a trackable URL', function () {
+      return auth._buildFullLoginUrl(BASE_URL, this.server, 'Login Button')
+      .then((url) => {
+        expect(url).to.eq(FULL_LOGIN_URL_UTM)
+      })
+    })
   })
 
   context('._launchNativeAuth', function () {