Tracking Links

When to Use Custom Redirects vs. UTM Parameters for Instapage Links

Custom Redirects

• Purpose: Use for tracking any ungated Relias.com-hosted links or links to third-party sites or assets.

• Examples:

  • Example: https://lp.relias.com/impactnation.relias.com/website-events

• Creation: Custom redirects are created in Pardot.

  • Content > Custom Redirect

• Key Notes:

  • Add Google Analytics Parameters when creating a custom redirect:

    • utm_source: Partner/vendor name (e.g., partner-national-council).

    • utm_medium: Context-dependent (e.g., email, newsletter, paid-ad).

    • utm_campaign: Match the 18-digit SFDC campaign ID.

UTM Parameters

• Purpose: Use for gated Relias.com-hosted links (any internal page requiring a form fill).

• Examples:

  • Links to demo registration, webinar signups, or gated reports.

  • Example: https://www.relias.com/demo?utm_source=instapage&utm_medium=referral&utm_campaign=7013w000001HYk2AAG

• Key Notes:

  • No redirect is required for gated assets; only apply UTM parameters.

  • Use lowercase for all UTM parameters.

  • UTMs must begin with a single ? and each parameter is separated by a single &.

    • Example: ...?utm_source=instapage&utm_medium=referral&utm_campaign=campaign-id

  • Default UTM values for Instapage links:

    • utm_source=instapage

    • utm_medium=referral

Quick Reference

Campaign Naming Conventions

• For Custom Redirects: [VERT] DEPT_RD YY-MM-DD Campaign/Asset Name

• For UTM-tagged links: [VERT] DEPT_Insta YY-MM-DD Campaign Name

• Save all relevant links and UTMs in the campaign description in SFDC for reporting and tracking purposes.