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UTM Parameter Mapping
UTM parameters are customizable codes that you use in URLs and links to track and measure the success of various aspects of your third-party campaigns. UTM parameters can track traffic, referral sources, external campaigns, keywords, and content zones.
UTM Parameters
Use these standard UTM parameters.
| Parameter | Description |
|---|---|
| utm_campaign | Identifies the campaign. |
| utm_medium | Identifies the medium, such as a search engine, a social media platform, or another platform. |
| utm_source | Identifies the source of the traffic, such as Google or AdWords. |
| utm_term | Identifies keywords that generate clicks. |
| utm_content | Identifies the content zone, such as a call-to-action message. |
Campaign Match Configuration
When you have more than one third-party integration, it's important to define the campaign match configuration so that Personalization can identify the external campaign from each third-party product. Personalization looks at this rule first, which is based on the event's landing page URL or the referrer URL.
For example, a landing page URL for a Google AdWords campaign can look similar to the following:
https://www.yourcompany.com/landing/?utm_source=google&utm_medium=cpc
&utm_campaign=AwesomeAdWordsCampaign&gclid=CKSDxc_qhLkCFQyk4AodO24Arg
To map this URL to an external campaign, you specify which marketing product produced
the campaign. Looking at the example URL, the utm_source=google and gclid=CKSDxc_qhLkCFQyk4AodO24Arg query parameters indicate that the visitor
came to the page through an AdWords campaign.
So, for this example, you select or enter the following options in Campaign Match Configuration:
| Item | Description |
|---|---|
| Landing Page URL Query Parameter | the parameter type |
gclid
|
the query parameter |
| matches regex | Matches the regular expression gclid |
| .+ | Includes at least one character |
Parameter Mappings
UTM parameters capture additional information about your third-party campaigns. Mapping the UTM parameters tells Personalization how they correspond to attributes of a Personalization external campaign, or to attributes defined for the referred visitor. You configure how Personalization interprets the UTM parameters in the links in your third-party campaign so that they map to the correct fields in campaign analytics and reporting. When mapping, be sure to specify whether the UTM parameters are in the landing page URL or in the referral URL.
Target types to use in UTM parameter mapping include the following:
| Item | Description |
|---|---|
| Campaign ID | The value of the query parameter becomes the Personalization external campaign ID. For an AdWords campaign with autotagging enabled, the gclid parameter is ideal for mapping to the campaign ID. For other types of campaigns, the utm_campaign parameter or the utm_content parameter can often be used. You must have at least one campaign ID mapping. |
| Campaign Name | The value of the query parameter becomes the name of the Personalization external campaign. If there isn’t a campaign name mapping, the name defaults to either the value of the utm_campaign parameter, if set, or the campaign ID. |
| Campaign Source | This value, such as google or exacttarget, typically maps to the utm_source parameter. |
| Campaign Medium | This value, such as cpc or email, typically maps to the utm_medium parameter. |
| Campaign Experience ID | The value of the query parameter becomes the campaign experience ID. |
| Campaign Attribute | A custom attribute to set for the Personalization external campaign. |
| User Attribute | A custom attribute to set for the Personalization user who clicks the external campaign. |
