UTM Parameters FAQ

What are UTM parameters?
UTM parameter is term coined by Google Analytics to describe the URL elements that capture information like the source, medium, and campaign name from that activity.

For clients that use Google Analytics, you will have to use the set taxonomy dictated by Google such as utm_source, utm_medium, & utm_campaign.

If you are feeding URL parameter data to Salesforce Audience Studio only, you can name the URL parameters whatever you would like.

In either scenario, we ask that you notify Salesforce if you plan on using and collecting data off URL parameters. Salesforce will need to enable the data collection off URL parameters.

What do UTM parameters look like?
Starting with this URL:
http://www.example.com/page.html?product=1234&score=5678

Adding in the UTM parameters, the URL could look like:
http://www.example.com/page.html?product=1234&score=5678&utm_source=facebook&utm_medium=cpc&utm_campaign=Winter%20Sale&utm_kxconfid=KaB5jOg3

However, if your click-through URL looked like:
http://www.example.com/page.html

Then you would add the question mark and then the UTM parameters – without an ampersand for the first field. So it would look like:
http://www.example.com/page.html?utm_source=facebook&utm_medium=cpc&utm_campaign=Winter%20Sale&utm_kxconfid=KaB5jOg3

How do they work, and how do I implement them?
UTM parameters are utilized in click trackers. Upon page load, the Audience Studio control tag can collect information off the UTM parameters. This information provides things like campaign data and source.

Since all of these parameters are included in a URL, it is vital that all of the values you use in the parameter fields are URL-encoded. Further, it is necessary that the Audience Studio control tag be on the landing page.

UTM parameters are always appended to the end of the intended click-through URL after a question mark (?). The question mark indicates that everything following the “?” character is the query string portion of the URL:
http://www.example.com/page.html?utm_source=facebook&utm_medium=cpc&utm_campaign=Winter%20Sale

If your click-through URL contains a question mark already, then all you need to do is append the UTM parameters at the need of the URL with each UTM field having an ampersand (&) at the beginning of the field:
http://www.example.com/page.html?product=1234&score=5678&utm_source=facebook&utm_medium=cpc&utm_campaign=Winter%20Sale

If you use Google Analytics, and implement UTM parameters, please add the Audience Studio specific parameter, utm_kxconfid.

utm_kxconfid is used to identify which marketing channel the data from the utm parameters should filter into:
http://www.example.com/page.html?product=1234&score=5678&utm_source=facebook&utm_medium=cpc&utm_campaign=Winter%20Sale&utm_kxconfid=KaB5jOg3

Why is it important?
UTM parameters get data back into the Audience Studio upon page load. In addition to Audience Studio, UTM parameters can feed data back into your Analytics platforms like Google Analytics.

If there are any limitations with applying the click tracker, or collecting data off the click tracker, applying UTM parameters is a good alternative to collect the same data.

What is required on Salesforce's side?
In order for the Audience Studio to capture the UTM parameter information, a few lines of code must be included in the Data Transfer Code within the ControlTag sequence. Please let us know in advance if you are planning to use UTM parameters.