In order for Conjura to correctly tell your various campaigns apart, you have to use UTM tags in a particular way for everything to work properly.
Overview of UTMs
UTM tags are added to the end of your URLs so you know where each link was placed from Analytics. For example, you can see if more people are coming through from your latest email blast or through your Instagram page.
By using UTM tags in your links, you can capture campaign data that refer traffic to your site. Optily can then register the performance of those campaigns, allowing you to attribute specific goals or eCommerce values to campaigns, platforms, and even specific keywords and ads. In order to do this effectively, it is important to understand the different parameters that can be used and how to fill them accurately.
Here's a breakdown of the 5 parameters that Google Analytics recognizes:
Campaign Source: (Required) The platform or vendor where the traffic originates, like Facebook, Google, or your email newsletter. In marketing terms, this is "where" your visitor saw your message.
Campaign Medium: (Required) The advertising or marketing medium, like paid, cpc, social, email, affiliate, or referral. In marketing terms, this is "how" your message was delivered to your visitor.
Campaign Name: (Required) The individual campaign name, slogan, promo code, or specific product promotion. To see the current campaign names being tracked on Google Analytics, navigate to Acquisition → Campaigns → All Campaigns.
Campaign Term: (Optional) To track keywords or identify aspects of your audience used in paid search or display campaigns.
Campaign Content: (Optional) A useful metric to indicate the specific ad in a campaign. It can also be used for A/B testing ads that pass the same details and used to differentiate links that point to the same URL from the same source.
Example URL with parameters:
https://www.optily.com?utm_campaign=spring+promotion+2021&utm_source=facebook&utm_medium=cpc&utm_term=catalogue+1&utm_content=video+2
UTM Parameter | Acceptable Value | Example |
utm_source | google, facebook, twitter, linkedin | utm_source=facebook |
utm_medium | cpc, cpm, paid, organic, social, email, referral, affiliate | utm_medium=social |
utm_campaign | enter the name you have given to your campaign in facebook or google to better match reports | utm_campaign=spring+promotion+2021 |
utm_term | keyword, keyword+or+phrase, | utm_term=catalogue+1 |
utm_content | banner, video, left, carousel, imagelink, logolink, signaturelink | utm_content=video+2 |
Some good rules to follow are:
Google Analytics reads Facebook and facebook differently. Since Google Analytics defaults its own data to lower case, make sure to follow consistent nomenclature and use lowercase as well.
Stay consistent with your naming to ensure reporting consistency. If you use facebook as a source in one campaign, don't use Facebook, FaceBook, FB, fb, fbook, or any other variant in other campaigns.
Using + symbol instead of spaces allows Google Analytics to display the term better. If you put spaces in, then "video 2" would be shown as "video%202" and "spring promotion 2021" would show as "spring%20promotion%202021" so use "video+2" and "spring+promotion+2021" instead.
Make sure to match the Facebook campaign name is an exact match in the utm_campaign including any capital letters. This ensures accurate tracking on Google Analytics.