UTM Generator - to be updated and subsequently linked
What is a UTM, and why do we use it?
The acronym UTM stands for Urchin Tracking Module. A UTM is a set of parameters (or UTM code) added to URLs to identify and track website traffic generated by a specific marketing campaign and traffic sources (social media marketing, pay-per-click ad campaigns, email, etc.). This is useful when you’re testing what promotion methods work best and allows us to track the performance of certain content pieces.
Below is a list of standardized UTM codes that should be used when creating custom links or redirects:
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 link on an instapage: source=instapage / medium=referral)
offline
(e.g., for a tradeshow/event/etc., 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, whether internal or external)
internal
(e.g., sales/csm/another internal employee promoting an asset: source=internal / medium=link-share)
utm_medium (how is the traffic getting here?):
email
webinar
(this will likely solely be used when promoting resource links in BigMarker for webinars/events)
collateral
(most likely to be paired with source=offline, e.g., a QR code on a tradeshow poster: source=offline / medium=collateral / utm_content=qr-code)
referral
(referral should really be only specific to a website vs. a personal promotion; this most likely will only be paired with source=instapage)
link-share
(for internal or external webinar speakers, OR sales reps, CSMs, and other internal folks regardless of where (email, LinkedIn, etc.) they are sharing the link; e.g., source=speaker / medium=link-share; source=internal / medium=link-share)
use this medium for a partner/vendor link as well only if the requestor does not provide the channel in which they are promoting the asset (e.g., paid ad, newsletter, etc.)
newsletter
paid-ad
paid-email
Follow our current custom link/redirect process for partners/vendors: If it's a paid redirect/custom link, the medium will most likely be paid-email (if it's a paid email/newsletter) or paid-ad (for a paid ad, like a banner/text ad)
utm_content/utm_term (flexible parameters; this is not an exhaustive list):
These parameters should live in the campaign name and description but could also be used as a utm_content parameter or term, though they are not required:
...