Page Comparison

UTM Generators - to be linked

For Email Ops

For Digital

utm_source (from where is the traffic coming?):  

• pardot 

• bigmarker 

• partner-name  

• (refer to “Partner UTM Name” column of Partner UTM Tracking Process + Partner Naming Conventions document for the naming format!!!)  

• vendor-name  

• (use for anyone who is a non-partner, e.g., Social Work Today, Disability Scoop; use hyphens between each part of the vendors title, e.g., vendor-disability-scoop) 

• instapage  

• (if you’re adding UTMs to the get-started demo page on an instapage, source=instapage; medium=referral)  

• offline  

• (e.g., for a tradeshow/event, QR code most often used lately: source=offline / medium=collateral)  

• (e.g., Print ad that won’t be connected to a vendor/partner? Campaign/request example: https://relias.lightning.force.com/lightning/r/Campaign/701RM000006N81SYAS/view ) 

•  

• speaker  

• (for any webinar speaker, internal or external) - we’re leaning toward keeping this as a separate from internal; another benefit would be in GA4, you can’t run reports on utm_term; medium=link-share 

• internal  

• (e.g., sales/csm/other internal employee promoting an asset: source=internal ; medium=link-share) 

utm_medium (how is the traffic getting here?): 

• email  

• webinar 

• (likely that this will solely be used when promoting resource links in BigMarker for webinars/events) 

• collateral 

• (most likely to be paired with source=offline)  

• referral  

• (referral should really be specific to a website vs. a person, so this most likely will only be paired with source=instapage) 

• link-share  

• (for speakers/sales reps, CSMs, or other internal folks; e.g., source=speaker ; medium=link-share)  

• newsletter  

• paid-ad 

• paid-email 

• Follow current process: If it's a paid redirect/custom link, medium will most likely be paid-email (if it's a paid email/newsletter) or paid-ad (for paid ad, like a banner/text ad) 

UTM Content/Term (more flexible parameters):  

These parameters should live in the campaign name/description, and could also be used as a utm_content parameter or term but these are not required:  

utm_content:   

• qr-code 

• print-ad 

• direct-mail 

utm_term: only use for speaker names? 

• speaker-name 

• utm_term=speaker-aamar (think we should use last names so it’s very clear)