2.1. How to manually customize the URL.
2.3. How to review campaign conversions.
1. Introduction.
When you launch a campaign through digital channels, it's crucial to know where your participants, voters, and visitors are coming from, and to understand your conversion rate so you can improve it. Without reviewing this data, you won't know what works, what doesn't, or why. You also won't be able to make adjustments or improvements for future campaigns.
To track user data, it's necessary to customize your campaign's URL with UTM parameters. UTM parameters (Urchin Tracking Module) are tags added to the end of a URL to identify the source, medium, and campaign that generates each visit. Tools like Google Analytics collect this information automatically, allowing you to know precisely which channels are performing best.
You can generate a custom link campaign automatically, or manually customize the URL with the parameters you need. In this tutorial, we'll explain both options.
2. Step by step.
2.1. How to manually customize the URL.
By adding parameters like utm_source or utm_campaign to your URL, you can better understand how users are arriving at your campaign and which traffic source is most effective. This is crucial for optimizing your future marketing strategies.
2.1.1. Define the parameters you need.
The standard UTM parameters you can use are:
utm_source: Shows the traffic source (e.g., utm_source=facebook).
utm_medium: Identifies the medium through which the user arrived (e.g., utm_medium=social).
utm_campaign: Indicates the specific campaign or initiative (e.g., utm_campaign=holiday_promotion).
utm_content: Differentiates versions of the same ad or link, useful in A/B tests (e.g., utm_content=top_banner).
utm_term: Identifies the search term that brought the user (e.g., utm_term=home_rate).
In addition to these UTM parameters, you can also add the following custom parameters, especially useful when running personalized campaigns to users already identified in your database:
crm_id: Identifies a specific user in your CRM. For example, if you send an email with an individual link to each client, you can include their crm_id in the URL so that when they participate in the campaign, the system registers them automatically without them needing to fill in their details again.
crm_info: Allows you to add additional information about the user profile, such as preferences or custom segments, which will be associated with their participation.
2.1.2. Manually build your URL.
To create a URL with UTM parameters, add the parameters to the end of your link, preceded by the ? symbol and separated by &.
Example:
https://www.your-campaign.com/widget/promos/BV2mqdY?utm_source=facebook&utm_medium=social&utm_campaign=holiday_promotion&utm_term=home_rate
2.1.3. Share your custom URL.
Use this URL in your campaign, whether on social media posts, newsletters, or any other channel.
When users participate in your campaign, the UTM variables (along with any other information provided, such as crm_id or crm_info) are automatically stored in the database. This allows you to later analyze the traffic source, the most effective campaigns, and other relevant details.
If you have Google Analytics installed on the page where your campaign is published, UTM parameters will also be processed automatically in your GA4 reports, giving you a unified view of traffic alongside the rest of your website data.
2.2. Campaign URL generator.
If you prefer not to build the URL manually, you can use our link generator to automatically customize the URL with the most common sources.
1) Access your account and click on the 'Publish' section of the campaign you want to publish.
2) At the bottom of that page, you will find the Campaign URL generator. Give a name to the campaign you are going to create and click on the 'Continue' button.
3) Once done, a series of personalized URLs will be generated for you to use on Facebook, Facebook Ads, Instagram, Twitter, newsletters…
* We include the most common campaign sources, but if any source you need is not listed, you can use the 'Other sources' option. You can create as many link campaigns as you need for your media planning.
2.3. How to review campaign conversions.
In this context, a conversion occurs when a user completes the participation process: from arriving at the landing page to submitting the form. The conversion funnel shows you how many users reached each stage and how many completed the process, allowing you to identify where the most drop-off occurs.
Once your campaign is active, you can review this data in the stats panel. To access it, go to the 'Leads' section of your campaign.
Within 'Leads', in the left panel, click on 'Stats'.
In the 'Conversions' section, you will find all the information related to the conversions your campaign has had: the funnel of total conversions and conversions broken down by source and campaign.
In the 'Conversions by day and source' section, you will find all the conversions generated by source, along with date information and the number of users who reached the form and completed it.
3. Other specifications.
If you have any questions, contact us at help@cool-tabs.com.
4. Related content.
Statistics on your campaigns provided by Cool Tabs.
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