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.
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
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
