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UTM tracking

One crucial aspect of measuring your success with Rokt Calendar is tracking how your promotion strategies and paid campaigns are performing. By keeping an eye on your metrics, you can determine what strategies are the most powerful and cost effective, and dedicate energy and resources accordingly.

The best way to track performance is to append UTM parameters to all of your calendar URLs. These parameters enable you to attribute the number of subscribers by source, medium, and campaign. Once the URL has been appended, you can see the UTM source, medium, and campaign in Rokt Calendar Analytics.

UTM Analytics

What are UTM parameters?#

A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables our analytics dashboard to tell you where subscribers came from, as well as what campaign directed them to your calendar.

Paid media#

If you are running paid ads, it is imperative to append source, medium, and campaign to your URLs so you can keep track of which campaigns are most effective. It is not a requirement to all use all of the UTM parameters; using a single parameter (e.g., source) still provides tracking information. Here are two examples of how URLs appended with UTM parameters might look:

Flipboard banner ad: on.nflnetwork.com/preseason?utm_source=flipboard_banner_ad1&utm_medium=inapp&utm_campaign=fall2015

Paid Google Search: on.nflnetwork.com/preseason?utm_source=Google_Search&utm_medium=search&utm_campaign=fall2015

UTM Tags NFL

Digital integrations#

All digital, mobile, and in-app integrations should be appended with source, medium, and campaign so you can keep track of how many subscribers are coming from your digital and mobile properties. It's important to differentiate between desktop and mobile/in-app buttons so you can tell where the majority of your traffic is coming from.

Here are a few examples of how URLs appended with UTM parameters might look:

Desktop button: on.fox.com/scream-queens?utm_source=desktop_button&utm_medium=website&utm_campaign=fall2015

Mobile button: on.fox.com/scream-queens?utm_source=mobile_button&utm_medium=website&utm_campaign=fall2015

In-App button: on.fox.com/scream-queens?utm_source=InApp_button&utm_medium=website&utm_campaign=fall2015

Social media#

Append your social media links so you can tell how many subscribers are coming from Twitter and Facebook posts. You should also keep track of customers that are coming from other sources on social media like a profile bio link, auto-reply tweet, etc.

For example:

Twitter profile bio: on.fox.com/empire?utm_source=Twitter_Profile&utm_medium=social&utm_campaign=fall2020

Twitter auto-reply: on.fox.com/empire?utm_source=Twitter_Reply&utm_medium=social&utm_campaign=fall2020

Facebook post: on.fox.com/empire?utm_source=Facebook_Post&utm_medium=social&utm_campaign=fall2020

UTM Tags Social Media

Adding UTM tracking to calendar URLs#

To add tracking, just append a snippet of code to the end of your calendar URLs, listing the source, medium, and campaign you want to track.

Each would need to be defined as indicated below:

  • utm_source=source_name
  • utm_medium=medium_name
  • utm_campaign=campaign_name

Using all of the above, the full string to be appended to the URL should look like this: ?utm_source=source_name&utm_medium=medium_name&utm_campaign=campaign_name

An appended URL should look like this: on.fox.com/scream-queens?utm_source=source_name&utm_medium=medium_name&utm_campaign=campaign_name

Adding the snippets of code after the question mark doesn't affect anything on the page—anything after the question mark just lets our system know that someone arrived through a certain source or overall marketing channel as part of a certain campaign.

Using these tracking tools allows you to measure your performance in a real and tangible way, ensuring that you are getting the most out of your Rokt Calendar account.

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