How to: Use UTM Parameters with Brandlive Platform

Using UTM tags allows marketing teams to precisely monitor which marketing channels and campaigns generate the most traffic, clicks, and conversions. This data is invaluable for making informed decisions, optimizing marketing efforts, and allocating resources where they yield the best results. UTMs map parameter keys or hidden fields passed through the Brandlive URL through to the assigned CRM key. On the Brandlive Platform, marketing and sales teams can add up to 50 rows, empowering businesses to gain deeper insights into their online marketing performance and make data-driven decisions to grow their digital presence.

Table of Contents

  • What is a UTM tag?
  • How to Use UTM Tags with Brandlive Platform
  • UTM Tags Supported by Brandlive
  • UTMs vs. GTM

What is a UTM tag?

A UTM tag, also known as a UTM parameter or UTM code, is a simple yet powerful tool used in digital marketing to track and analyze the effectiveness of online campaigns and website traffic.

When you see a URL with added elements like "?utm_source=facebook&utm_medium=post&utm_campaign=summer_sale," these are UTM tags in action. They are small pieces of code appended to the end of a URL, and they serve as invisible markers that help marketers understand how users arrived at a specific website.

UTM tags work by recording specific information about the source, medium, and campaign associated with a link. For instance, "utm_source=facebook" indicates that the link was shared on Facebook, while "utm_medium=post" shows that it was a regular post rather than an ad, and "utm_campaign=summer_sale" suggests that the link was part of a summer sale promotion.


How to Use UTM Tags with Brandlive Platform

Step-by-step guide to understanding UTM parameter usage in our application:

  1. Client Configures UTM Codes:
    • You will need to start by conferring with an internal marketing team to configure your end to set up UTM tracking procedures using your marketing application of choice. This is not something Brandlive can provide. 
    • Optional Combination with Google Analytics/GTM:
      • UTM parameters are often used in combination with Google Analytics or Google Tag Manager (GTM) to capture and track data.
  2. Tracking Code Snippet Added and Registration Launched:
    • A tracking Javascript snippet provided by your marketing team needs to be added to the backend of our platform by our engineering team. Please reach out to your Project Manager to get this process started.
    • Send out registration link with UTMs added onto the URL. Naked URLs will not capture the data and transmit back to your tracking application.
  3.  Review Data:
    • Data Sent to Aggregator or Tracking App: The data captured from the registration report is then sent to an aggregator or tracking application, as per your choice and requirements.
    • Download Registration Report from Brandlive Platform's Analytics Dashboard: Added UTM tags and accumulated data will be displayed in columns on the CSV. It will look something like this:

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Alternative Custom Integration Setup:

  • Another option is to set up a custom integration with third-party platforms like Hubspot, Salesforce, or Marketo.
  • Our integration engine allows mapping UTM parameters to destination fields, but this is also  limited to registration processes.
  • For more information on our custom integrations, check out this article.

By following these steps, you can effectively use UTM parameters to track and analyze you marketing efforts, though certain configurations and integrations may require additional set up on your end.

Please note that the Brandlive Analytics Dashboard does not display UTM parameter information. All data will need to be viewed via the Registration Report or in your tracking application's campaign manager.


UTMs vs. GTM

UTMs (Urchin Tracking Modules):

  • UTMs are codes or parameters added to the end of a URL to track the source, medium, and campaign of website traffic.
  • They are primarily used for monitoring the effectiveness of specific marketing efforts, such as ad campaigns or social media posts.
  • UTMs provide insights into how users found and interacted with a website, helping marketers make data-driven decisions.

GTM (Google Tag Manager):

  • GTM is a tool provided by Google that allows website owners to manage and deploy various tracking tags on their site without manually editing the code.
  • Tracking tags can include analytics scripts, conversion tracking, remarketing codes, and more.
  • GTM simplifies the process of adding and updating tracking codes, making it easier for marketers to implement and maintain various tracking functionalities.

In essence, UTMs are parameters used to track the performance of individual marketing efforts, while GTM is a platform that simplifies the management and deployment of various tracking codes on a website.