What are UTM parameters?
When an event planner is advertizing their event through multiple campaigns or channels (social media, blog post, email/newsletter, etc.), and using a registration page to build their audience, it can be very useful to know which campaign was successful in generating registrations to the event.
Note: UTM parameters are supported on registration pages created with both the "legacy" and the new registration page module.
This can be done by using UTM (Urchin Tracking Module) parameters, that are added to the URLs that are shared to access the registration page.
By adding personalized UTM parameters to the event registration URL that is shared as part of each campaign, the event planner can later identify which specific campaign each registrant came from.
For example, perhaps the event planner is using three campaigns: a social media, a blog post, and an emailing campaign. The registration page link for each campaign will use a slightly different URL, with different UTM parameters:
Social media (LinkedIn)
Blog post (SpotMe website)
Emailing campaign (newsletter)
The UTM parameter used above (utm_source) is created as a private user metadata in the workspace.
It's this metadata that will store where the user came from in the user information (what campaign or source website) when they registered to the event.
Note: The data collected by the UTM parameters is stored in private fields in the user profiles in Backstage.
What UTM parameters can I use?
Other standard UTM parameters can be used and added as user metadata for the workspace, depending on what you wish to track:
|gclid||Google click identifier.
Identifies the campaign and other attributes of the click associated with the ad for ad tracking and campaign attribution.
|utm_source||Identifies which site sent the traffic, and is a required parameter.||utm_source=linkedin|
|utm_medium||Identifies what type of link was used, such as cost per click or email.||utm_medium=socialmedia|
|utm_campaign||Identifies a specific product promotion or strategic campaign.||utm_campaign=event_tech_2022|
|utm_term||Identifies search terms.||utm_term=marketing+event|
|utm_content||Identifies what specifically was clicked to bring the user to the site, such as a banner ad or a text link. It is often used for A/B testing and content-targeted ads.||utm_content=logolink or utm_content=textlink|
Multiple UTM parameters can be used in a single URL. For example, a URL to a registration page shared via a newsletter, may use the following UTM parameters in the URL.
Creating the UTM metadata in the workspace
Below is a screenshot of how these UTM parameters can be set up as user metadata in the metadata manager for the workspace.
Important: When you create the UTM metadata, make sure to mark these fields as Private using the checkbox to the right, so they are hidden in the app. Also, make sure that Field kind drop down is set to "text".
- Select User as the metadata key (first field in the metadata manager):
- In the Users section of the metadata manager, create the new UTM fields that you need, based on the information provided in the What UTM parameters can I use section.
You can create a new category called UTM parameters to help keep all UTM metadata together (like below):
The Default value(s) field needs to remain empty for these metadata.
Remember to save your changes once you have finished creating the metadata.
If you have followed the indications above, this user UTM metadata will only be visible in Backstage in the user profiles and in the user list exports. It will not be visible in the app.
Adding the UTM parameters to the campaign URL
As mentioned above, once the user UTM parameters are created in the workspace, the event planner can edit the registration page URL for their campaign to include whatever UTM information that they want to track.
They simply need to add the UTM parameters to the URL:
Adding the UTM parameters to a "legacy" registration page
If you are using the "legacy" registration page, the UTM parameters need to be added to the URL of the page with the registration form fields (second page seen by the attendees when they register):
Adding the UTM parameters to a "new" registration page
If you are using the "new" registration page, the UTM parameters can be added to the URL of any of the two pages that attendees go through to register for the event.
How can I export the user registration UTM information?
The UTM parameter information is added to User profile in the workspace and can be viewed in:
- The pending registration export.
- The user list export.
- The individual user profiles.
The UTM data is visible in separate columns in the report for each user that registered:
If you are using an integration such as Veeva for example, you can map the user UTM fields to the corresponding Veeva fields.