UTM Parameters Guide
Table of Contents
- Overview
- How to Configure
- Where Can I See the UTM Codes?
- Why Don't UTM Parameters Show in the Marketing Automation Tool?
- How to Create Hidden Fields for Tracking
- Correcting Wrong UTM Codes in the MA Tool
- Using Google Analytics
- Is There a Limit for the UTM Length?
- Can I Set Multiple Dynamic Values in a Single UTM?
- Setting UTMs for CampaignID / AdsetID
- Overriding UTM Values When Leads Are Pushed to the MA Tool
- Dynamic UTMs (Native Lead Gen Forms)
Overview
UTM parameters are small pieces of code added to links. They provide details about the link's placement and purpose, making it easier to track clicks and campaign traffic.
Here's an example of a UTM link with parameters:
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
The metadata_cid
is a tracking parameter used for Landing Page campaigns. Without it, our Metadata pixel script cannot track the Lead. It is automatically generated when the campaign launches.
How to Configure
To configure the UTM parameters, click here. Parameters available in <> are dynamically set. For example, if you choose <ad channel>, the UTM parameter dynamically sets based on the ad channel configuration. You can also set a custom value for the UTM parameter or use a custom UTM, such as an SFDC ID, which is a static campaign ID from SFDC.
UTM parameters configured in the library will apply globally to any new campaigns created on the platform. For existing campaigns in draft mode or in-progress, changes made in the library won't affect them. However, newly added settings to the library can still be manually activated for existing campaigns.
After configuring your default parameters, be sure to update the field mapping for your marketing automation tool to include these fields. Navigate to Integrations and choose "view mapping" for the connected marketing automation tool. Edit the field mapping to include all UTM parameters, ensuring that once leads start converting, the values are recorded in your marketing automation tool.
Check out this guide for setting up UTM parameters via HubSpot.
Where Can I See the UTM Codes?
You can view the UTM values here. Columns in the view display the UTM values. Alternatively, if you click on a lead email, you can see them:
Why Don't UTM Parameters Show in the Marketing Automation Tool?
There might be a few reasons why UTM parameters are not showing up:
- Ensure that the UTM fields are mapped to your marketing automation tool. Navigate to Integrations and review the mapping for your connected MA tool. Update the mapping if any fields are missing, as this is how data is sent to your MA tool.
- Verify that the campaign is configured with the UTM parameters. Parameters may not be activated or configured correctly. Specify your campaign tracker UTM parameters.
- Check that leads have UTM values. Navigate to Converted leads to ensure leads that converted have UTM values specified.
- If you have lead sync enabled (e.g., HubSpot lead sync) with native lead gen forms, you might receive the lead before the platform sends enriched data with UTM parameters. The metadata platform downloads leads every 15 minutes from social channels and sends them to your marketing automation tool. If your marketing automation tool has lead sync turned on, you will receive leads before all updates are sent.
How to Create Hidden Fields for Tracking
Refer to this article for guidance on creating hidden fields for tracking.
Correcting Wrong UTM Codes in the MA Tool
If UTM codes are incorrect in your MA tool, you can adjust the campaign and push those updates to your MA tool.
To do this, navigate to the created campaign -> open the campaign -> open the UTM parameters section -> edit UTM parameters to make changes.
Please note that you can only change UTM parameters for campaigns with a Lead Gen offer. If the offer is a Landing Page, unfortunately, the UTM parameters cannot be changed.
After adjusting the UTM parameters, these changes will apply to all existing Leads that converted from the campaign. However, you must re-push those leads to your MA tool to update the UTM values there. To do this, navigate to the campaign page, select the number of Leads for the campaign, which will show leads associated with it, select all Leads -> actions menu -> send to MA tool.
Using Google Analytics
To integrate Google Analytics with the platform, first set up your UTM parameters in the library and configure them in the campaigns.
Since Google Analytics does not integrate directly with our platform, configure your landing pages to have the script installed. Steps to do this can be found here.
For landing page campaigns, the URL will generate to include the configured UTM parameters. For native lead gen forms, it's different, and the UTM parameters must be manually inserted into the thank you landing page URL.
Is There a Limit for the UTM Length?
Yes, input text fields have a maximum character limit of 200. For Landing Page offers, ensure that the generated URL does not exceed 2048 characters, as this will cause the URL to break.
Can I Set Multiple Dynamic Values in a Single UTM?
Currently, it is not possible. Each UTM can only dynamically set one value.
Setting UTMs for CampaignID / AdsetID
It is not currently possible to set UTMs related to campaignid / adsetid from the channel.
Overriding UTM Values When Leads Are Pushed to the MA Tool
By default, we override the UTM value, but you can enable the "Append UTM" setting. This will separate each UTM value with a comma.
Dynamic UTMs (Native Lead Gen Forms)
The Dynamic UTMs setting for both LinkedIn and Facebook Lead Gen Forms dynamically applies the UTMs from the campaign setup to the form's thank you landing page.
Enabling this setting creates an offer natively for each experiment, ensuring the correct UTMs are applied to the thank you landing page URL.
Comments
0 comments
Article is closed for comments.