In addition to tracking all conversions and attribution through Google Analytics, Ticketure also provides configured parameter tracking of URL parameters within its web layer. This enables Marketers to leverage Kibana to present interesting analyses on things such as UTMs, campaigns, or any configured parameter that they may desire to be embedded in the URL.
What is a UTM?
If you are already familiar with UTMs, feel free to skip to the Configuration section below.
UTM stands for Urchin tracking parameters. They are pieces of data that are added to URLs in order to see where different traffic comes from. They were introduced way back with an analytics tool called Urchin, the tool that was bought by Google and evolved into Google Analytics. Somewhere along the way, they became the industry standard for tracking marketing campaigns across tools.
There are five standard parameters.
- UTM_Medium: Medium is often thought of as the channel. Social, Organic, Paid, Email, and Affiliates, are all core marketing channels that include multiple traffic sources.
- UTM_Source: The individual site within that channel. For example, Facebook would be one of the sources within your Social medium for any unpaid links that you post to Facebook. If you’re running a Facebook ad or spending money to promote a link, you’d want to label Facebook as a source within Paid. If you’re building a link for an email, define which list that you’re sending the email to.
- UTM_Campaign: The specific campaign that you’re running. This should be a name common to the campaign that is generating the emails/outreach - ex: Membership_Renewal_Winter_2022.
- UTM_Content: This is an optional field. If you have multiple links in the same campaign, like two links in the same email, you can fill in this value so you can differentiate them. For most marketers, this data is more detailed than they really need.
- UTM_Term: Marketers rarely use this field these days. It’s so you can track specific keywords for paid organic campaigns. Since AdWords has its own tracking methodology and deep integration with Google Analytics, you’ll rarely need to use this field.
Building a URL with Parameters
In Ticketure you can choose to leverage the above UTM style parameters (Google Analytics will report on these as well), but you can also define custom parameters that will be assigned to the Cart.
In this example, we will be sending an email via Salesforce to customers who haven't purchased since 2020. In the email (the utm_medium) will be a link to the Admission event (the URL). The email is being sent from a Salesforce Campaign we are tagging as 'prior_2020' (the campaign).
So a URL to attribute those who purchase to that campaign/medium would look like the following structure (notice the ? and & between the URL/Parameters:
https://{{URL}}?{{parameter1}}&{{parameter2}}&{{parameter3}}....
For this specific example the URL would look like the following:
Building the URL can be a bit tricky, so there are some free tools out there like Campaign URL Builder to help in generating these if you need assistance.
Ticketure Configuration
In addition to the above UTMs, Ticketure can consume any parameter added to a URL. Consuming parameters in the URL (including UTMs) requires setting the Cart Campaign Params Portal Setting.
- Select 'Settings' in the Top Menu
- Click Configuration from the left Menu
- Click 'Add Option'.
- Select 'Cart Campaign Params'
- Enter the parameters you would like Ticketure to store
- Click Add Option
Reporting
- Cart
- Transaction_By_Occurence
- Transaction_By_Session
The fields within the index will start with 'campaign' and be followed by the parameter name given from the configuration above.
Example:
An example Kibana table report would look something like the following.
Salesforce
For organizations leveraging Salesforce, these parameters can be mapped to specific objects within Salesforce by leveraging the TixTrack Campaign Transformation Rule included in the TixTrack Salesforce Connector.
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