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Mikes_Jones
Mikes_Jones
Level 7
August 20, 2015
Solved

UTM Parameters via Tokens?

  • August 20, 2015
  • 3 replies
  • 5503 views

Hello,

We have "location" links on all of our LPs, which direct to a particular "contact" page.

For example: www.ourswebsite.com/locations/newyork?utm_source=blahblah?utm_medium=blahblah

We are using tokens to insert our location links, can we use tokens within the URL to generate the UTM parameters?

So it would look like this: www.ourwebsite.com/locations/newyork?{{my.utm source location}}?{{my.utm medium location}}

So that if someone clicks on a location link from a particular LP, the source and medium would automatically be generated depending on where the lead clicked from?

Thanks.

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Best answer by Casey_Grimes2

Hi Malik,

The example you give is a little odd; if you're trying to see where people go after hitting a key page, you'd be much better off setting up path reports or doing a reverse goal path in Google Analytics. Marketo really doesn't handle that kind of analysis well.

Also, you generally don't want to use UTM markup once someone has actually entered your site; it's more for inbound traffic from another source or medium.

With all that said, yes, if you have them as text tokens, you can certainly do {{my.services page}}?utm_medium={{my.utm medium}}. Just remember that you can't nest that inside another program token (if you're trying to do a fully tokenized email, for instance.)

3 replies

Jenn_DiMaria2
Jenn_DiMaria2
Level 10
August 20, 2015

That should work as long as each LP is part of its own Program so the tokens trickle down.

Mikes_Jones
Mikes_JonesAuthor
Level 7
August 20, 2015

Having some difficulty getting this to implement.

Basically, I want to be able to track the source and medium everytime a lead jumps around.

So for example, if a lead is on a Contact Us page, and then clicks on the top banner page that redirects them to our home page, I want to be able to capture this.

What is the most efficient way to do this?

Would it be: www.homepage.com/{{my.utm medium token}}

And then set the UTM medium on a program level?

But what if the set up is more like this: {{my.services page}} << in this instance, we're using a token for our services page, however I want to add program-specific URL parameters to this link, but it's embedded within a token. Can I do something like: {{my.services page}}?{{my.utm medium token}} < will that populate into a complete URL or is this logic way off?

Casey_Grimes2
Casey_Grimes2Accepted solution
Level 10
August 20, 2015

Hi Malik,

The example you give is a little odd; if you're trying to see where people go after hitting a key page, you'd be much better off setting up path reports or doing a reverse goal path in Google Analytics. Marketo really doesn't handle that kind of analysis well.

Also, you generally don't want to use UTM markup once someone has actually entered your site; it's more for inbound traffic from another source or medium.

With all that said, yes, if you have them as text tokens, you can certainly do {{my.services page}}?utm_medium={{my.utm medium}}. Just remember that you can't nest that inside another program token (if you're trying to do a fully tokenized email, for instance.)

A
Anonymous
August 21, 2015

Would this work for emails?

Scott_Daily
Scott_Daily
Level 3
August 21, 2015

Agreed with Courtney! Definitely a report for Google Analytics (or your website analytics tool of choice). If you place links with UTM parameters on your website, it will actually duplicate data and skew what you're looking at. Definitely not something you'd want to do if you're trying to get a better understanding on in-site traffic!

Here's a useful tutorial to understand various campaigns that live on your website: Tracking Internal Campaigns with Google Analytics - Analytics Talk

Mikes_Jones
Mikes_JonesAuthor
Level 7
August 21, 2015

Thanks for the link!

EDIT:

Scott, I guess one thing I was trying to change is whenever someone clicks a link from one of our Marketo LPs back to our actual website, the "Source" in Google Analytics shows up as "(not set)", I was trying to see if there was a way to change this or if it even really matters from a data standpoint. Thanks!

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