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UTM Tracking on Universe
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utm-tracking.md

UTM Tracking on Universe

The following overview provides a quick look into data that is captured when a user clicks on a Marketing ad.

Ad Platforms

Events are triggered on a "per channel" basis depending on certain user actions, such as creating an account or purchasing a ticket. Below is an overview of the expected events that should fire on a "per channel" basis. The use cases listed below will highlight the actual behaviour and the discrepency between expected and actual.

Bing

  • CompleteRegistration is fired when a visitor creates an account from Sign Up in the top navigation or Create Event on a landing page
  • Lead is fired when a visitor clicks Sign Up in the top navigation or a User clicks Create Event from a landing page/top navigation

Facebook

  • CompleteRegistration is fired when a visitor creates an account from Sign Up in the top navigation or Create Event on a landing page
  • Lead is fired when a visitor clicks Sign Up in the top navigation or a User clicks Create Event from a landing page/top navigation
  • Purchase is fired when a visitor purchases a paid or free ticket

LinkedIn

  • Lead is fired when a visitor enters their email on the Sales page
  • Sign Up is fired when a visitor creates an account from Create Event on a landing page

Example Links

universe.com/sales?r=Google_Universe_PPC_New_Competitors_US&utm_campaign=Google_New_Competitors_US_Search_US&utm_source=Google_Universe&utm_medium=ppc
universe.com/events/facebook-pixel-meetup-tickets-toronto-18ZHQ5?r=Google_Universe_PPC_New_Competitors_US&utm_campaign=Google_New_Competitors_US_Search_US&utm_source=Google_Universe&utm_medium=ppc

Parameters Included:

r is saved in our database as signup_source

r = “Google_Universe_PPC_New_Competitors_US”
utm_campaign = “Google_New_Competitors_US_Search_US”
utm_source = “Google_Universe”
utm_medium = “ppc”

Visit A Landing Page on universe.com

When a User visits a landing page from an incoming referral link, the web browser acknowledges the UTM parameters from the inbound link and captures them. When a visitor creates an account:

Example Link
universe.com/sales?r=Google_Universe_PPC_New_Competitors_US&utm_campaign=Google_New_Competitors_US_Search_US&utm_source=Google_Universe&utm_medium=ppc

Expected Behaviour

  • User is created
  • signup_source and utm parameters are captured and set on User
  • Bing Complete Registration Event captured with utm parameters
  • Facebook Pixel Complete Registration Event captured with utm parameters
  • LinkedIn Sign Up Event captured with utm parameters

Actual Behaviour

  • User is created
  • signup_source is captured and set on User
  • utm_parameters are captured, but NOT set on User
  • Facebook Pixel Complete Registration Event triggers without utm parameters
  • Bing Complete Registration Event triggers without utm parameters
  • Facebook Pixel Complete Registration Event triggers without utm parameters
  • LinkedIn Sign Up Event triggers without utm parameters

User Purchases A Ticket

When a User visits an Event Details Page from an incoming referral link, the web browser does not acknowledge the UTM parameters from the inbound link. When a User (logged in) purchases a ticket:

Example Link
universe.com/events/facebook-pixel-meetup-tickets-toronto-18ZHQ5?r=Google_Universe_PPC_New_Competitors_US&utm_campaign=Google_New_Competitors_US_Search_US&utm_source=Google_Universe&utm_medium=ppc

Expected Behaviour

  • utm parameters are captured and set on User
  • Facebook Pixel Purchase Event captured with utm parameters

Actual Behaviour

  • utm_parameters are not captured and not set on User
  • Facebook Pixel Purchase Event triggers without utm parameters

User Purchases A Ticket For A Guest

When a User (logged in) purchases a ticket on behalf of a Guest (no account):

Expected Behaviour

  • User is created for Guest
  • signup_source and utm parameters are captured and set on User
  • Facebook Pixel Purchase Event captured with utm parameters
  • Facebook Pixel Complete Registration Event captured with utm parameters
  • Bing Complete Registration Event captured with utm parameters
  • Facebook Pixel Complete Registration Event captured with utm parameters
  • LinkedIn Sign Up Event captured with utm parameters

Actual Behaviour

  • User is created for Guest
  • signup_source and utm_parameters are not captured and not set on User
  • Facebook Pixel Purchase Event triggers without utm parameters
  • Bing Complete Registration Event is not triggered`
  • Facebook Pixel Complete Registration Event is not triggered
  • LinkedIn Sign Up Event is not triggered

When a Guest purchases a ticket

When a Guest visits an Event Details Page from an incoming referral link, the web browser does not acknowledge the UTM parameters from the inbound link. When a Guest purchases a ticket:

Expected Behaviour

  • User is created for Guest
  • signup_source and utm parameters are captured and set on User
  • Facebook Pixel Purchase Event captured with signup_source and utm parameters
  • Bing Complete Registration Event captured with utm parameters
  • Facebook Pixel Complete Registration Event captured with utm parameters
  • LinkedIn Sign Up Event captured with utm parameters

Actual Behaviour

  • User is created for Guest
  • signup_source and utm_parameters are not captured and not set on User
  • Facebook Pixel Purchase Event triggers without utm parameters
  • Bing Complete Registration Event is not triggered`
  • Facebook Pixel Complete Registration Event is not triggered
  • LinkedIn Sign Up Event is not triggered
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