Urchin Tracking Module (UTM) is embedded into the URL/link so that you can track its source, medium, click rates, etc. when a user clicks on that link.
A typical UTM looks something like this:
URL + Source(utm_source=) & Medium(utm_medium=) & Campaign Name(utm_campaign=)
Example of a UTM:
(slide left to see the full link)
UTM Parameters For Creatives
If you are using Google Analytics (GA), you can track the performance of your creatives linked to your campaigns and ad groups via UTM in XPO.
- The UTM parameters are appended to the destination URL. When you link a creative to an ad group, and the creative is clicked, GA will track data based on those embedded UTM parameters.
- The UTM parameters are included ONLY IF it doesn’t already exist in the original destination URL. For instance, if the original destination URL has utm_medium, XPO won’t include it, and XPO will automatically add in other UTMs such as utm_source and utm_campaign.
- Values of UTM parameters will change based on the combination of ad group and creative such as Ad Group type, Ad group name, and Creative destination URL.
Instructions To Embed UTM Parameters In XPO
- From your Partner Account Dashboard, go to the Settings menu, and choose the option to enable/disable UTM Parameters for all the Accounts under the Partner.
Once enabled, the UTM tags will be added automatically to the destination URL of the creatives while linking creative to the ad group.
- Values for UTM Parameters will be as below:
- Creatives once linked to different channel ad groups, and when a prospect clicks on the ad, UTM Parameters are displayed with the destination URL of the creatives. Supported Creatives types include:
Channel Supported Creative Types Programmatic Creatives
- Static/Banner Ads
Native Content Ads
Native Video Ads
- Carousel Ad
- Catalog Ad
- Single Image Ad
- Slideshow Ad
- Video Ad
- UTM Parameters will NOT be generated dynamically and added to the destination URL for creative type Facebook App Install.
Search Creatives Coming soon. LinkedIn Creatives Coming soon.
- UTM parameters will be displayed correctly with the destination URL when you click on the creative preview.
- UTM parameters are updated every time you edit an ad group name or even the destination URL for creatives linked to ad groups.
- UTM parameters are added correctly when you clone the ad group with the creative linked inside.
- UTM parameters will not be a part of the destination URL for creatives not linked to ad groups or for those unlinked from ad groups.
Understanding Google Analytics Discrepancies
The data in Google Analytics (GA) is usually consistent, however, there are circumstances in which the data can differ which creates an inconsistency between the results you see between platforms.
An ad platform tracks clicks; a metric that comes from an ad exchange’s ad server log (like Google Ads), but data in Google Analytics comes from sessions, which is measured by site visits with at least one-page view, expiring after 30 minutes of inactivity.
Some of the approaches used by GA for their reporting:
- The tracking metrics is visits.
- Attribution model tracks only click-through conversions, defaults to a last-click attribution model, and attributes a conversion to the most recent clicked ad across the entire marketing mix. If no ad is clicked leading to the session, the conversion is attributed to ‘Direct’.
- The attribution window defaults to a 30-day click conversion window.
Google Analytics does not have cross-device attribution and tracking capabilities. This means that if a user clicks a mobile ad, then visits the site on a desktop browser, Google Analytics tracks that as:
- Two separate users
- A direct conversion
By understanding the common data discrepancies, you can take action to increase the quality of your data and improve the accuracy of your reporting. Few of which include:
- Improper configuration between your ads and Analytics.
- Issues related to URL tagging and tracking codes.
- Differences between clicks and conversion tracking.
- Google Analytics tracking code is missing or doesn’t fire.
- Users click on the same ad multiple times.
Here are some references for you to have a deeper understanding of why these discrepancies occur.
Read more about how you can reduce these discrepancies and make sure your GA UTM tags avoid errors here.
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