UTM Tracking for SMS and Email Attribution

A UTM (Urchin Tracking Module) is a simple code you can attach to any custom link to monitor web traffic. It helps identify where your website visitors are coming from and why, making it a valuable tool for evaluating the effectiveness of a specific marketing strategy or campaign.

In this article, you’ll learn how to set up UTM parameters in Yotpo SMS & Email.

How it works

The UTM builder in Yotpo SMS & Email allows you to create your own UTM parameters. These parameters are automatically added to links sent in campaigns and flows. This ensures the data collected in your analytics tool is always up-to-date and your measurements stay accurate.

Before you start

To effectively monitor your marketing performance, you'll need to select an analytics tool that's compatible with UTMs. Google Analytics stands out as the go-to choice for many. Additionally, you can find reports based on your UTM parameters in Shopify's marketing section.

Setting up UTM parameters

To set up your UTM parameters:

1. In your Yotpo SMS & Email main menu, go to Settings > General Settings.

2. Scroll down to Attribution > UTM tracking and make sure UTM tracking is set to Enabled.

3. Select values for the UTM parameters you want to use.

UTM parameters

There are 3 preset parameters:

• utm_source: This shows the place where the traffic originates from, for example, a search engine, a newsletter, a website, etc.

• utm_medium: This defines whether the traffic comes from free or paid sources. Popular mediums include email, social media, referral, cost per click (CPC), etc.

• utm_campaign: This tells you the name of the campaign, flow, or automation to which the link belongs

You can also add up to 5 custom parameters of your choosing in the Add Custom Parameter field which can help you dive deeper when analyzing your results.

UTM values

Parameters can work with dynamic and static values. Dynamic values change based on factors such as the event. Static parameter values are manually set and remain unchanged no matter whether the link is from a campaign, a flow, or an automation.

Dynamic values

For utm_source, utm_campaign, and custom parameters:

• Event type: This is the type of communication being sent - campaign or flow

• Event name: This is the name of your campaign or flow

• Event ID: This is a unique identifier for the message sent

• Event sub ID: This is a unique identifier for A/B test groups in campaigns or steps in flows

Please note:

Dynamic parameter values can also be used in combinations. For example “Event type + event name” or “Event name + event ID + event sub ID”. Keep in mind that Event sub ID can only be used as part of combinations. Please note:

For utm_medium:

• Channel type (SMS/email): This shows whether the traffic comes from a link sent via text message or email

• SMSBump + Channel type (SMSBump_sms/SMSBump_email): Identical to the value above, but it will add “SMSBump” in front of the channel

Static values

The static values for all parameters are the same: Yotpo and Yotpo SMS & Email. UTMs using these values will indicate only traffic that comes from Yotpo. You can also select Custom and enter a custom value that suits your needs.

UTM tracking for pasted links

Although you can add your own links and UTMs in your campaigns and flows, we highly recommend you check the box for UTM tracking for pasted links. In that way, you will have the most accurate results from your SMS marketing efforts.

However, if you want to use other UTM parameters when you paste links, simply uncheck the box.

Please note:

The UTM parameters will automatically be included in all shortcodes and personalization tags that are used as URLs when sending text messages and emails.

After you are done configuring your UTM parameters, you will see a preview of your links.

When you are done, don’t forget to click Save.