How to track multiple UTM parameters for ad tracking

Segments and Events both offer unique ways to monitor and track UTM parameters, but what happens when you want to track multiple UTM parameters? Here’s how to track multiple UTM parameters within Lucky Orange.

Example: Let’s say you have a Facebook campaign. Your UTM parameters for your campaign links may be: 

  • Ad set 1:  https://www.yourwebsite.com/?utm_source=facebook&utm_medium=messenger&utm_campaign=springsale23 
  • Ad set 2: https://www.yourwebsite.com/?utm_source=facebook&utm_medium=audiencenetwork&utm_campaign=springsale23
  • Ad set 3: https://www.yourwebsite.com?utm_source=facebook&utm_medium=cpc&utm_campaign=freeshipping-spring23&utm_term=content_image_yellow
  • Ad set 3 with different creative:  https://www.yourwebsite.com?utm_source=facebook&utm_medium=cpc&utm_campaign=freeshipping-spring23&utm_term=content_image_blue

You can look at each link individually, but you can also track some or all of these UTM parameters. 

Now let’s break down how you would track some or all of these UTM parameters.

  • All: 
    • Create an Event based on utm_source=facebook since this is used in all the campaign links. This will group all of the traffic from campaign links together to separate it from other campaigns or organic traffic.
    • Filter Visitors based on UTM parameters for UTM Source (facebook). This gives you further ability in the app when saved as a Segment. 
  • Some:
    • Filter Visitors based on UTM parameters for UTM Medium (cpc) or Campaign (springsale23, freeshipping-spring23) for insight into these parameters. Save as a Segment for future filtering as desired.
    • Filter Visitors based on UTM parameters for UTM parameters and combine with additional filters for even deeper analysis. For example:
      • UTM Medium: CPC
      • Duration: 1+ minutes
      • Pages per session: 2-10
      • Device: Mobile

Want to know the difference between when to use Segments and when to use Events? Here’s a handy chart to help:

Type Best used to Multiple UTM parameters?
Segments
  • Evaluate the Visitors’ Table
  • Trigger Surveys, Announcements and Chat Invites
 Because it’s based on filters, Segments can combine UTM parameters and add in additional filters as needed to identify the core campaign audience. 
Events
  • Monitor from the Dashboard
  • Analyze Visitor Profiles (as Key Event)
  • Create Funnels
 While Events are typically limited to one campaign link or UTM parameter, it can be used across multiple campaigns if a UTM parameter is kept constant. In the example above, “utm_source=facebook” would track all campaign links.

Learn more about Segments and Events. 

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