All about: UTM Codes and Tracking

Overview

UTM parameters are just short pieces of code that are added to links. They include information about the link's placement and purpose, making it easier to track clicks and traffic from a specific campaign.

Here's a UTM example link with parameters in place:

http://offers.metadata.io/app-data-room-case-study-fb?metadata_cid=240&utm_campaign=Target%20Account%20LP&utm_content=TargetAccounts_ImageBTextA&utm_medium=Facebook&utm_source=Metadata&utm_term=Landingpage

The UTM parameters are everything that comes after the question mark. The default UTM parameters are:

UTM_Source

UTM_Medium

UTM_Term

UTM_Campaign

UTM_Content

metadata_cid - This is the tracking parameter used for Landing Page campaigns, without this our Metadata pixel script will not track the Lead, this is automatically generated once the campaign launches.

How to configure?

To configure the UTM parameters click here. Parameters that are available in <> are dynamically set, for example, if you choose <ad channel> this will dynamically set the UTM parameter as what the ad channel is configured as. You may also set a custom value for the UTM parameter or a custom UTM for example SFDC ID which has a static campaign ID from SFDC.

UTM parameters configured in the library will be globally set for any new campaigns that are created in the platform. For any existing campaigns that are in draft mode or in-progress changes made in the library won't impact those campaigns. Newly added settings to the library though can still be manually turned on for existing campaigns.

After configuring your default parameters don't forget to update the field mapping for your marketing automation tool to include these fields. Navigate to here and choose "view mapping" for the connected marketing automation tool and edit the field mapping to include all UTM parameters. This will ensure once leads start converting that the values make their way into your marketing automation tool.

See this guide for an example of setting up UTM parameters via Hubspot.

Where can I see the UTM codes?

You can see the UTM values here there are columns in the view where you can see the UTM values or if you click on the lead email you will be able to see them:

UTM parameters don't show in the marketing automation tool, what is wrong?

There are a few reasons why this might be.

First, check to make sure that the UTM fields are mapped to your marketing automation tool. Navigate to Integrations and view mapping for your current connected MA tool. Update the mapping if the fields are missing as this will ultimately be how we are sending the data to your MA tool.

Check to make sure the campaign is configured with the UTM parameters. The parameters may not have been turned on or configured correctly. Make sure to specify in your campaign tracker UTM parameters.

Check to make sure the leads have UTM values. Navigate to Converted leads and make sure the leads that did convert have UTM values specified.

If you currently have lead sync (for example Hubspot lead sync) turned on with native lead gen forms you could be receiving the lead before the platform sends the enriched data with UTM parameters. The metadata platform will download leads from the social channel every 15 minutes and send the leads to your marketing automation tool - if your marketing automation tool has lead sync turned on you will be getting leads before we have a chance to send all updates.

How can I create hidden fields for tracking?

Please see this article for help on how to create hidden fields for tracking

UTM Codes are wrong in our MA tool how can I fix them?

If UTM codes are wrong in your MA tool you can make changes to the campaign and push those updates to your MA tool.

To do this navigate to the campaign that was created -> open the campaign -> open UTM parameters section -> edit UTM parameters to change.

Please note that you are only able to change UTM parameters for campaigns with a Lead Gen offer if the offer is a Landing Page you, unfortunately, won't be able to change the UTM parameters.

After changing the UTM parameters those changes will be applied to all existing Leads that converted off the campaign. Please note that you will still need to re-push those leads to your MA tool to update the UTM values there. To do this navigate to the campaign page and select the number of Leads showing for the campaign, this will drill down to the leads associated with that campaign and select all Leads -> actions menu -> send to MA tool.

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Google Analytics

To use Google Analytics with the platform requires first setting up your UTM parameters in the library and configuring them on the campaigns.

Since Google Analytics doesn't integrate directly with our platform you will also need to configure your landing pages to have the script installed - steps on how to do that are here

For landing page type campaigns the URL will be generated to include the configured UTM parameters on the campaign. For native lead gen forms it is a bit different and the UTM parameters need to be manually inserted into the thank you landing page URL.

Is there a limit for the UTM length?

Yes, the input text fields have a maximum character limit of 200 and if you are using Landing Page offers you have to be careful that the generated URL does not exceed 2048 characters otherwise the URL will break.

Can I set multiple UTMs dynamically in a single UTM? For example utm_campaign dynamically sets < custom audience name > and < experiment name >

Currently, it is not possible to do this, each UTM can only dynamically set one value.

How can I set UTMs like CampaignID / AdsetID

Currently, it is not possible to set UTMs from the channel related to campaignid / adsetid, etc.

Do you override UTM values when leads are pushed to our MA tool?

By default, we will override the UTM value, but you can enable the "Append UTM" setting which will separate each UTM value by comma