UTM Parameters
They are the code that helps you to track your campaign performance by tracking certain parameters from your organisation's website by adding a custom value to the URLs of your website. Unlike the previous version where users had to add the UTM tags manually in each individual campaign, now all the UTM params are centrally managed from the settings section and start working as soon as a user adds an associated merge tag to their campaign. This is an optional feature that can be turned on or off using a toggle switch at the top based on your requirement.
How does it work?
1. You should add a UTM parameter with a name specific to its function. This Parameter gets added at the end of an organisation's URL for the tracking to function.
UTM Parameter should follow the format - utm_(Parameter Name)
For example, In a campaign where you want to track performance through the campaign name, You can simply name it utm_campaign or utm_id or whatever name you think is appropriate.
2. You should also add a modifier value for your Parameter, either as a Dynamic value where you add a merge tag which changes (dynamic) as per the value you enter like in the first step, or as a Static value where you add a value of your choice which is exactly how the UTM parameters will be identified.
You can add to 8 parameters for your organisation and delete any parameter at any point of time with a simple click on the bin icon beside the listed parameters.
3. UTM values appear in a particular format which is basically a merge tag which needs to be added in a campaign so that it starts tracking the supposed value.
These are the merge tags currently supported by Zoho Campaigns that will be activated in your campaigns once you add them.
$[UTM:CHANNEL_NAME]$
$[UTM:CAMPAIGN_NAME]$
$[UTM:CAMPAIGN_CONTENT]$
$[UTM:VARIATION_NAME]$
Please note that Params are case sensitive, so be careful how you enter them.
Things to remember
UTM source and medium are enabled by default. Turning them off would mean disabling UTM parameter tracking entirely.
The basic UTM parameters are:
- utm_medium,
- utm_source,
- utm_campaign
- utm_content
- utm_term
In detail,
- Medium tracks the the type of marketing channel through which the traffic arrived, such as email, social.
- Source is the original point of contact engagement or platform which brought the contact in. For example, Whatsapp could be a source through which a contact was first engaged.
- Campaign is simply the Name of a particular campaign through which the contact was engaged.
- Content helps identify the specific content or variation that drove the engagement. This is especially useful when you are testing multiple aspects like links, banners, or CTAs within the same campaign.
- Term is is generally used to track keywords or targeting identifiers associated with a campaign. It helps you understand which keyword, audience segment, or search term contributed to the engagement.