About UTM parameters 🤓
UTMs (short for Urchin Tracking Module) are short pieces of code you can add to your campaign URL. They are a safe and reliable way to track traffic online and can provide valuable information about how and where donors are finding your campaign. That information can be used to understand and improve the effectiveness of your marketing campaigns.
For a more detailed explanation of UTM parameters, check out this Hootsuite article about using UTM parameters to track social media success.
Basic UTM usage❓
To make the best use of UTM parameters, apply specific data to your campaign URL using a tool like https://ga-dev-tools.google/campaign-url-builder/
Advanced UTM usage❗️
For the tech-savvy, please reference Givebutter's analytics documentation.
Types of UTMs 🔘
When applied, the following UTM parameters are now viewable in the Transaction details side panel and CSV export. 🔍
Indicates the social network, search engine, newsletter name, or other specific source driving the traffic.
Examples: Facebook, Twitter, blog, newsletter, etc.
UTM code: utm_source
Sample code: utm_source=newsletter
Tracks the type of channel driving the traffic: organic social, paid social, email, etc.
Examples: cpc, organic_social
UTM code: utm_medium
Sample code: utm_medium=organic_social
Gives each campaign a unique name so you can keep track of your efforts. This could be the product name, a contest name, a code to identify a specific sale or promotion, an influencer ID, or a tagline.
Examples: summer_gala, fall_walk
UTM code: utm_campaign
Sample code: utm_campaign=summer_gala
Used to track paid keywords or key phrases.
Examples: social_media, fall_ball
UTM code: utm_term
Sample code: utm_term=fall_ball
Allows you to track different ads within a campaign and is perfect for A/B testing
Examples: video_ad, text_ad, blue_banner, yellow_banner
UTM code: utm_content
Sample code: utm_content=video_ad
The webpage address where a person clicked a link that sent them to your page.
View UTM data 👀
To see UTM data on all transactions in a CSV, you can run a transaction export. The UTM data will be at the far right.
To see UTM parameters on a single transaction, navigate to the Transaction tab in the left-hand menu bar. Click on the white space in the transaction line. UTM information will be at the very bottom of the popup screen.
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