UTM Analytics

UTM parameters have their origins in website marketing and their use is considered a best practice. UTMs are typically utilized in order to track origin point so that as users move down the funnel towards a desirable conversion event you are able to understand which campaigns, content, sources, experiment, etc are performing best.

Due to the differences in capabilities and tools available for web vs. mobile UTM has not been available as a tactic for mobile teams. Yozio now enables you to leverage UTM parameters to optimize your app growth.

What are UTM Parameters

UTM stands for Urchin Traffic Monitor. UTM parameters are snippets of text or tags associated to a URL. Just like other metadata associated to a Yozio SuperLink you can use ‚Äčthese parameters to gain valuable analytics that someone arrived through a certain source or overall marketing channel as a part of a particular growth or marketing campaign.

A Yozio SuperLink with dynamically added metadata in a UTM format might look like (in this example, UTM parameters are anything after the question mark):

http://r.rivendell.com/ab.c.e?utm_source=social_media&utm_medium=twitter&utm_campaign=share_item

How the UTM Dashboards Work

When events you have configured Yozio to track for your app occur Yozio will automatically detect UTM parameter keys which you associate to any of your Yozio SuperLinks as metadata. Yozio will then display attribution results for each UTM key and the values you have associated.

UTM Dashboard Data Example

The above image shows the UTM Content parameter dashboard. This displays all attribution results for metadata parameters, by parameter value, where the key equaled utm_content. Graphed is the trend of attribution results for in-app event payment for the selected utm_content value utm_content-10.

UTM Parameter Keys

Parameter Key Description Example(s)
utm_campaign Campaign name; Use to bucket data by the campaign being run, and/or identify a specific product promotion or strategic campaign. utm_campaign=save_middle_earth
utm_source Campaign source; use to track which site sent the traffic to you, what website is displaying your campaign, blog, or newsletter name utm_source=http://aragorn.com/blog
utm_medium Campaign medium; use to identify which medium is driving the best campaign results. utm_medium=email
utm_content Campaign content; use to understand which versions of the campaign are performing best. Great for A/B testing designs and calls to action. utm_content=pictureA, utm_content=pictureB
utm_term Campaign term; use to track performance of keywords optimized for campaign content. utm_term=black_handbags

UTM Tracking Setup

Prerequisite: Enterprise-level plan

Apps on Enterprise-level plans have access to the Yozio UTM Analytics Dashboard. Please contact [email protected] if you have any questions or would like to upgrade.

Step 1: Associate UTM Parameters to Yozio SuperLinks

UTM Parameters may be associated to your Yozio SuperLinks via any method metadata may be associated to your Yozio SuperLinks, making setup very easy!

Here a summary of all the ways you can associate metadata to your Yozio SuperLinks.

Step 2: Publish and Start to Gather Data

Now that you've got UTM parameters associated to your Yozio SuperLinks attribution results will automatically be posted to your UTM Analytics Dashboards for all events you have configured Yozio to track.

Step 3: Measure your Success

Now it's time for the fun part... viewing your attribution data! Your UTM Analytics Dashboards may be found in the Yozio Web Console > Analytics > UTM.

From here simply select the UTM campaign parameter key you'd like to analyze. For instance, "Content". Then you can apply date filters and click on any metric for any of the displayed values to view the trend.

Step 4: Optimize

Leverage the ease and flexibility of UTM parameters and attribution insights to run experiments and optimize. Check out our blog post "How Important are Experiments to App Growth" which includes some best practices for organic mobile optimization and experimentation.

UTM Best Practices

Best Practice 1: Be consistent!

Consistency in naming conventions is the number one most important rule.

It will allow UTM parameters to be reportable without confusion and maximize the insights you can obtain from your data.

Best Practice 2: Check if other teams are already using UTM Parameters

This will help ensure you follow the #1 rule - be consistent - across teams. As UTM parameters are widely used your web, ad, email marketing teams, etc may already be leveraging them and you'll need to keep things consistent.

Now that you're using Yozio these teams can benefit and view mobile campaign results.

Best Practice 3: Avoid duplication

Avoid duplication. For example, you would not want facebook to be used for the utm_campaign and utm_source parameter key.

Each parameter should be distinct.

Best Practice 4: Use only the UTM Parameters you need

You don't need to use all 5 UTM parameter keys to get value. If tracking just 2 or 3 gives you the insights you need to optimize, go for it!

The most popular UTM parameter keys are utm_campaign, utm_source, and utm_medium.

Best Practice 5: Creating a naming convention guide

As being consistent is rule #1 - a naming convention guide can be critical. It will allow all your team to quickly reference and understand what each parameter means and understand what they need to do when associating parameters to your Yozio SuperLinks.

Ultimately this will help making (and keep) reporting reliable.

Best Practice 6: Use only lowercase

UTM parameters are case sensitive! Thus, it's standard to use only lowercase to avoid fragmented reporting and keep viewing attribution results easier!