What are UTM Parameters:
UTM parameters are simply tags you add to a URL — when your link is clicked, the tags are sent back to Google Analytics, Marketo and tracked. With UTM parameters, you can tag your links to gauge the effectiveness of your campaigns and identify the best ways to drive more visitors to your website.
Using UTM parameters, you can find out how much traffic came from a particular ad channel. You can use UTM parameters in newsletters, cost per click (CPC) campaigns, on your blog… the possibilities are endless!
Example URL with UTM parameters:
Types of UTM Parameters:
There are five UTM parameters (three are required):
1. utm_source (required): Identify the source of your traffic such as: search engine, newsletter, or other referral.
2. utm_medium (required): Identify the medium the link was used on such as email, CPC, or other methods of sharing.
For a newsletter, the medium would be “email”
3. utm_campaign (required): Identify a strategic campaign (e.g. product launch, new feature, partnership, etc.) or specific promotion (e.g. a sale, a giveaway, etc.).
4. utm_term: suggested for paid search to identify keywords for your ad. Let’s say you’re running a Google Adwords campaign for your non-profit WordPress theme. You’d have specific keywords picked out for your campaign.
Example: utm_term=wordpress-theme , utm_term=non-profit-theme, https://xx-xx.com/campaign-url-builder/utm_term=non-profit-template, etc.
5. utm_content: suggested for additional details for A/B testing and content-targeted ads.
Let’s say you have three calls to action (CTA’s) on your blog. You have a CTA in your header, a big button CTA in your sidebar and a CTA farther down the page after your blog post but before the comments. Which CTA is sending the most traffic to your product page?
examples: utm_content=cta-top-banner, utm_content=cta-sidebar, utm_content=cta-bottom
How to Build UTM Tagged URLs:
To understand how to build URL’s containing UTM parameters, let’s discuss the example URL from earlier:
UTM parameters are initialized by the question mark “?” at the end of the base URL.
Every UTM parameter starts with its name ( Custom field ID e.g. utm_source) which is followed by an equals sign “=” which is then followed by the input/argument (no spaces).
Each UTM parameter is separated by an ampersand sign “&”.
How to capture UTM parameters from the link of the landing page and attach it to a person in Marketo?
- Form (should have the 3 hidden custom fields for UTM and form embedded in the landing page)
- Landing Page (should be created in the Marketo)
- Hidden Fields (where UTM parameters fields will be stored)
1. Create a campaign with an email content containing a link to the landing page.
2. The link to the landing page should have the attached UTM parameters in the following format:
Here, utm_source, utm_medium, and utm_campaign_id are the fields stored in the Marketo whereas xyz, email and 123 are the corresponding field values.
The UTM parameters will save the value to Marketo upon form submission by the person. At the form level, in the hidden fields
Note: You may add any number of UTM fields separated by “&” however the first UTM parameter should start with “?”
3. Click on the hidden fields in the form and click on AutoFill