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Full Circle Insights
The Definitive Guide to Tracking
UTM Parameters in Salesforce
Full Circle Insights
Full Circle Insights is providing this how-to guide on UTM Parameters, including the why and the how of tracking them in Salesforce. We split this guide into three parts: 1) intro to UTM codes, 2) tracking UTM Parameters in Salesforce, and 3) how Full Circle Insights solves data gaps and turbocharges UTM Parameter tracking in Salesforce. If you have any questions, feel free to reach out to a marketing analytics expert at
What are UTM Parameters?
UTM Parameters, otherwise known as Google’s Urchin Tracking Module, allows marketers to track and measure the success of various dimensions of their online marketing campaigns. Let’s say you have a whitepaper on your website that you want to promote via various channels across the web. You’d like to understand not only how much traffic each referral link is bringing to your website, but whether certain channels, mediums, search terms, etc. are resulting in greater revenue for your company. Armed with this knowledge you can more safely invest and predict how much revenue your campaigns can bring in.
Information provided by UTM Parameters
UTM Parameters allow marketers to track all this information without having to create separate landing pages for each referral link. By appending information about the specific promotion in the URL that directs to your landing page, you can have a single landing page and track all of the channels driving to that page dynamically. So, what specifically can you track?
utm_source: Used to describe where the traffic is coming from. For example, the name of the website, newsletter name, or social media outlet.
utm_medium: Used to describe the medium of the element or type of source such as cpc, email, banner, social, etc.
utm_campaign: Used to describe the overall campaign you are running. For example, XYZ
Whitepaper, 0516-XYZ-Webinar, etc.
utm_term: Used to tag paid keywords. For an ad for “Campaign Attribution,” this might be
utm_content: Used for a/b testing calls to action (CTAs). For example if you have a newsletter with a link to your whitepaper in the footer and the sidebar, you would have “utm_content=footer-link” and “utm_content=sidebar-link” to differentiate between the two links.