What are UTM parameters?
Urchin Tracking Module (UTM) parameters are a valuable tool for donation analytics, as they allow you to see which shared link is performing the best for donations so you can focus more on that platform!
By adding one or more parameters to the URL of your event, campaign, profile, or anything else with a donation link, you'll see these reflected in your donation report.
If you are trying to promote your organization, you'll want to do it across several platforms and campaigns. This would include newsletters, emails, and social media posting. It's important to know which of these marketing campaigns are effective though, so you can provide more attention to those, or bolster under performing links.
How do I use UTM parameters?
There are three UTM parameters available to use on GiveGab. They would be:
Campaign Source
This would be where your link comes from, so should be a website name or an email newsletter. You can include this in your URL by adding:
?utm_source=[name]
Campaign Medium
This indicates how your link was clicked, whether through email, social media, or anything else. You can include this in your URL by adding:
?utm_medium=[name]
Campaign Name
This would be your primary identifying tool for your link. It can be whatever you would like to call it, but it's recommended to make it follow a scheme such as Biweekly Email or Email Signature. You can include this in your URL by adding:
?utm_campaign=[name]
In all of the URL additions above, [name] is the phrase that you'd like for tracking. If you want to utilize multiple parameters, you can combine them using "&". An example of this would be:
?utm_source=facebook&utm_campaign=NovemberEmailer