Background: About UTM parameters Marketers use utm params to gauge the effectiveness of their marketing campaigns and channels by enabling data encoded in links sent out via email/twitter/etc to be passed into web analytics or other tools for subsequent analysis.
From https://blog.bufferapp.com/utm-guide if you'd like to learn more about their use in a GA-focused context.
In The Groundwork's case, there's a lot of potential value in being able to judge effectiveness based on engagement instead of merely visits/conversions (which is how it's generally done). So we can help answer questions like "Is twitter or email more effective at bringing in supporters?" or "How many supporters brought in by campaign X ultimately became donors?". Game changing shit. Read this if you want to know why utm tracking in a non-GA context is a Good Thing™ http://fullcircleinsights.com/the-definitive-guide-to-tracking-utm-parameters-in-salesforce-part-i/
Use cases: What do we want to enable customers to do?
So what should we do? The Groundwork should allow customers - generally digital strategists and/or the developers working with them - to optionally populate objects with UTM params. Not all customers will do this at first. The more forward-thinking ones will be using utm params already and will naturally want to do it with The Groundwork. Others will benefit from being educated and prodded towards using them.
It is only necessary to track these parameters on a relatively small number of GW objects. Think of them as "goal objects" - ones that our customers create when they have successfully caused a supporter to do something of value to the org. As of now, the goal objects are:
- Supporter
- Profile
- Donation
- Subscription
- Quickcard
- Ticket (maybe Order?)
** C
Step 1: Allow customers to capture the data We can get a relatively quick win by allowing utm data to be passed in when creating or modifying any of the goal objects.
Well, that’s exactly the problem that UTM parameters solve. You can organize your campaigns to track the effectiveness of different marketing channels. eg which tweet which email drove the most traffic - which channel did? https://blog.bufferapp.com/utm-guide
Need to do:
- put on "goal objects"
- have supporter block putt from url and populate fields
About UTM parameters Marketers use utm params to gauge the effectiveness of their marketing campaigns and channels by enabling data encoded in links sent out via email/twitter/etc to be passed into web analytics or other tools for subsequent analysis.
From https://blog.bufferapp.com/utm-guide if you'd like to learn more about their use in a GA-focused context
In The GW's case, there's a lot of potential value in being able to judge effectiveness based on engagement instead of merely visits/conversions (which is how it's generally done). So we can help answer questions like "is twitter or email more effective at bringing in $" or "how many donors brought in by campaign X ultimately became repeat donors".