What is a UTM Parameter?
A UTM parameter is a short piece of code that is added to the end of a URL. UTM parameters include information about the placement and purpose of the URL in different campaigns and are used to measure the success of different campaigns in driving visitors from external sources to one of your webpages.
There are 5 standard UTM parameters:
You can learn more about the function of each UTM parameter here.
How can UTM Parameters be used?
Let's walk through an example UTM parameter use case. Say we're holding an event and want to market the event on Twitter and LinkedIn to drive registrations. Our Twitter campaign will be made up of organic posts from the organizer's of our event. The LinkedIn campaign will be a paid ads marketing our event. In order to tell which campaign resulted in more registrants we will add UTM parameters to the registration page URLs in each our campaigns' posts.
The URL we include in our Twitter post may look something like this:
And the URL we include in our LinkedIn post may look something like this:
Dissecting the URLs
Before the ? is our Goldcast event's registration page URL. The ? in the URL marks the start of the UTM parameter code snippet. In the UTM code snippet you'll see UTM parameters on the left hand side of each = and values assigned to each UTM parameter on the right hand side of each =. Each UTM parameter and value pair is separated by an &. You can add as many unique & separated UTM Parameters to the end of your URL as you like.
What do I have to do to setup UTM Parameters for my event?
The first step is to identify all the campaigns where you will link your event's registration page. For each of these campaigns you should make a unique UTM code snippet that describes the campaign and location of the URL placement.
After appending the code snippets to your registration page URL you should have a unique URL for each of your different registration campaigns. Before you start your registration campaigns though you need to make sure your registration form is setup properly to read and collect UTM parameters.
To set up your form to collect UTM parameters you can simply drag and drop the parameters you want to track from the form field library in the left side of the form builder into your event's form. If you are using the 5 standard UTM fields then your form will look something like this:
The UTM Fields are hidden fields and will not be seen by registrants. They will automatically grab the values of each or your UTM parameters from the URL and submit them with the rest of the user's registration data.
Once your registration form is setup properly you can go ahead and start your registration campaigns.
Note: If you need help setting up your registration form you can read through our form setup help doc here
What to do after UTM Data has been collected
UTM data collected during registration can be found in your event on the admin panel.
In the Registrants Tab
Navigate into the event you want to see UTM data for and click on the Registrants tab. Here you will be able to see all your event's registrants and the data collected from them during registration, including UTM data.
In the Pre Event Dashboard
You can also view UTM data in the Event Registrant Details table in your Pre Event Dashboard. You May have to scroll to the right in the table to see the UTM columns like in the example below. You can also download the registrant data from this table as a CSV using the download button in the bottom right of the table.
Exporting UTM data to Downstream Integrations