UTM parameters are customized tags that can be added to URLs. They don't change how the link works, they only provide you with useful information so you can analyze where your customers come from. They can be used both in Google Analytics and Exponea. Exponea automatically recognizes some UTM parameters from links as well as adds some into all the emails sent.
When a visitor comes to your website with UTM parameters present in the URL, Exponea JS SDK automatically parses (transforms) the following into attributes of the
Other URL parameters are not parsed but you can add more event attributes like these into
session_start by following our guide to tracking events.
When working with emails and web push notifications in Exponea, the following UTM tags are added to hyperlinks automatically:
Name of the campaign. By default, this will be equal to the name of the email node / web push node within the scenario.
"email" or "push_notification"
For example, if you send an email with an email action node named "April newsletter" with a link to
https://exponea.com/, the final link will look like this:
You can define your own values for the UTM parameters in campaign settings, under "Link transformation".
You can also change the default value of
utm_source in Project settings > Campaigns > General.
If you want to add other UTM parameters, which are not added by Exponea by default, you can do so by directly modifying the links within your campaign. For example, to add
utm_id you can write your link like this:
The automatic UTM parameters will then be added to this link automatically, keeping your custom UTM tag as well.
Using UTM parameters alone is not enough to be able to analyze them successfully. Here are a few tips that can help you use them effectively:
- Be consistent in naming (have a guideline to be shared within the team) - do not use different terms in different campaigns to prevent duplicates (e.g. fb, facebook, etc...)
- Use dashes instead of underscores, percentage and plus scores - This helps different browser and search engines recognize the words
- Use only lowercase - when analyzing, the terms are case-sensitive, and it prevents having different duplicates
- Use simple, easy-to-read naming - don't use internal numbering system or other terms that are not obvious
- Each parameter should provide different, but useful information -e.g. when you already use NL03052017 as a campaign name, it is not necessary to put newsletter into utm_source.
- Campaign Source – The platform (or vendor) where the traffic originates, like Facebook, Google, etc..
- Campaign Medium – You can use this to identify the medium like Cost Per Click (CPC), social media, email, SMS, affiliate or QR code. This can be used to e.g. differentiate links from paid traffic, profile info links, posts on wall, etc.
- Campaign Term – You’ll use this mainly for tracking your keywords during a paid Ads campaign.
- Campaign Content – If you’re A/B testing ads, then this is a useful metric that passes details about your ad. You can also use it to differentiate links that point to the same URL, e.g. from a picture, from text link, from a button, etc. If there are multiple links with the same URL, they should each have a different UTM parameter.
- Campaign Name – This is just to identify your campaign. Like your website or specific product promotion, date of the newsletter, etc.
|Category||Campaign||UTM Medium||UTM Source||UTM Campaign|
|Onboarding campaign||onboarding||A/B (default: A)|
|Event Driven campaign||event||event_name|
Event Driven campaign
A/B (default: A)