UTM Parameters

UTM parameters are customized tags that can be added to URLs. They do not change how the link works; they only provide you with useful information so you can analyze where your customers come from. They can be used both in Google Analytics and Bloomreach Engagement. Bloomreach Engagement automatically recognizes some UTM parameters from links as well as adds some to all the emails sent.

How UTM parameters work in Bloomreach Engagement

UTM for the session_start events

When a visitor comes to your website with UTM parameters present in the URL, Bloomreach Engagement JS SDK automatically parses (transforms) the following into attributes of the session_start event:

  • utm_campaign
  • utm_source
  • utm_medium
  • utm_content
  • utm_term
  • campaign_id
  • gclid

More information on these attributes can be found in the System events article.

Other URL parameters are not parsed, but you can add more event attributes like these into session_start by following our guide to tracking events.

Automatic UTMs for emails, SMS (using Campaign link shortener) and push notifications

When working with emails, SMS, and push notifications in Bloomreach Engagement, the following UTM tags are added to hyperlinks automatically:

  • utm_campaign
  • utm_source
  • utm_medium

For example, if you send an email with an email action node named "April newsletter" with a link to https://bloomreach.com/, the final link will look like this:

https://bloomreach.com/?utm_campaign=april-newsletter&utm_source=exponea&utm_medium=email

Modifying automatic UTM parameters

You can define your own values for the UTM parameters in campaign settings under "Link transformation".

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You can also change the default value of utm_source in Project settings > Campaigns > General.

Adding other UTM parameters

If you want to add other UTM parameters, which Bloomreach Engagement does not add by default, you can do so by directly modifying the links within your campaign. For example, to add utm_id, you can write your link like this: https://bloomreach.com/?utm_id=442178.
The automatic UTM parameters will then be added to this link automatically, keeping your custom UTM tag as well.

Best Practices

Using UTM parameters alone is not enough to be able to analyze them successfully. Here are a few tips that can help you use them effectively:

Create a naming convention

  • Be consistent in naming (have a guideline to be shared within the team) - do not use different terms in different campaigns to prevent duplicates (e.g., fb, facebook, etc...).
  • Use dashes instead of underscores, percentages, and plus scores - This helps different browsers and search engines recognize the words.
  • Use only lowercase - when analyzing, the terms are case-sensitive, and it prevents having different duplicates.
  • Use simple, easy-to-read naming - do not use an internal numbering system or other terms that are not obvious.
  • Each parameter should provide different but useful information - e.g., when you already use NL03052017 as a campaign name, it is not necessary to put newsletter into utm_source.

Choose the correct parameter:

  • Campaign Source – The platform (or vendor) where the traffic originates, like Facebook, Google, etc.
  • Campaign Medium – You can use this to identify mediums like Cost Per Click (CPC), social media, email, SMS, affiliate, or QR code. This can be used to, for example, differentiate links from paid traffic, profile info links, posts on wall, etc.
  • Campaign Term – You will use this mainly for tracking your keywords during a paid Ads campaign.
  • Campaign Content – If you are A/B testing ads, then this is a useful metric that passes details about your ad. You can also use it to differentiate links that point to the same URL, e.g., from a picture, from a text link, from a button, etc. If there are multiple links with the same URL, they should each have a different UTM parameter.
  • Campaign Name – This is just to identify your campaign, like your website or specific product promotion, the date of the newsletter, etc.

You can use this table as a guide when creating your own UTM tags.

CategoryCampaignUTM MediumUTM SourceUTM Campaign
CPC/PPCGoogle Ads
Facebook Boost
ppc
ppc
ads
facebook
campaign_name
campaign_name
EmailNewsletter
Onboarding campaign
Event Driven campaign
Personal campaign
email
email
email
email
newsletter
onboarding
event
personal
campaign_name
A/B (default: A)
event_name
campaign_name
SMS/MMSWelcome campaign
Flash sale campaign
sms
mms
welcome
flash_sale
BlogEducative
Inspirative
Feature
blog
blog
blog
educative
inspirative
feature
blog_title
blog_title
blog_title
SocialFacebook
LinkedIn
social
social
facebook.com
linkedin.com
post_title
post_title
WebCatalogs
SEO
PR
catalogs
seo
pr
domain_name
domain_name
domain_name
campaign_name
campaign_name
article_title

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Limitations

  • The maximum size of one UTM parameter is 200 characters.

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