If you've paid for advertising from sites like Facebook or Twitter, and you want to gain insight into ROI, or if you'd simply like to know where people who accessed your Socio Registration page clicked from, Urchin Tracking Module (UTM) parameters can help. This article explains what UTM parameters are, how to add them to your Registration URL and Widgets, and how to view and export UTM data.

Contents

What's UTM?

UTM parameters are 5 simple bits of code you can add (or append) to the end of a URL. When someone visits your appended URL, analytics software such as Google Analytics collects that information. This offers valuable insights into which promotional efforts are bringing traffic to your Socio Registration page.

You assign each of the 5 parameters a value that's unique to the web page, email, ad banner, etc. to which it's published. So, if you're publishing a link in three different places, you'll have three different links, each with values different than the other two. This helps you identify exactly where each completed registration came from. Now, let's take a look at each parameter and some sample values:

  • utm_source - Track the source that's driving traffic to your registration page, like a website, search engine, or promotional email. This parameter might look like this in a URL:
    utm_source=facebook

  • utm_medium - Track the type of channel the registrant clicked from to get to the registration page, like an email, a website banner, or a paid social media post. Here's how this parameter might look with the one above:
    utm_source=facebook&utm_medium=paid_social

  • utm_campaign - Track and analyze how your marketing campaigns are influencing traffic to the registration page. Here's how this parameter might look with the ones above:
    utm_source=facebook&utm_medium=paid_social&utm_campaign=earlybird

  • utm_term - If you've paid for keywords, this tracks clicks based on those paid efforts. Here's how this parameter might look with the ones above:
    utm_source=facebook&utm_medium=paid_social&utm_campaign=earlybird&utm_term=social_media

  • utm_content - Find out which specific element the registrant clicked to launch your registration page. This is useful, for instance, if your website has links to the registration page in multiple places, like the top of a page vs the bottom. Here's how this parameter might look with the ones above:
    utm_source=facebook&utm_medium=paid_social&utm_campaign=earlybird&utm_term=social_media&utm_conent=video_ad

A Socio Registration URL with the above parameters appended would look like this:

https://registration.socio.events/e/agenda/renergizeconference?utm_source=facebook&utm_medium=paid_social&utm_campaign=earlybird&utm_term=social_media&utm_conent=video_ad

Enable UTM Parameters

Enabling UTM parameters lets the Socio Platform store UTM values and provide you with that sweet, sweet UTM data. 🥧

In your Socio Registration event, hover your cursor over the Promote drop-down and click Marketing. In the modal that appears, click the toggle next to an item to enable it.

Screenshot of the UTM Parameters section in the Marketing tab.

⭐️ Keep in mind, the system captures UTM data only when a registrant completes the registration process. UTM data isn't captured for dropped registrations.

When you're done making your selections, click Save Changes.

Append the URLs

Now that UTM is enabled, you'll need to append the Registration URL and/or Widget Codes so your services can collect UTM data. To learn how to find the Registration URL or Widget Codes, check this out.

Depending on where you're publishing the URL/Widgets, the process for configuring UTM parameters may vary from platform to platform, so refer to each one's instructions on how to configure them. As an example, here are Facebook's instructions on configuring UTM parameters for ad campaigns.

When appending for use in emails, your website, or other campaigns on platforms without specific guidelines, Google's campaign URL builder is handy to quickly append UTM codes.

⭐️ Keep in mind, each place you publish an appended URL should have different UTM values that match that place. For example, if you post an appended registration link on Facebook, the UTM_source should be "facebook". If you're linking to the registration page from a Buy Now button on a promotional email, the UTM_source might be something like "marketing_email".

Append a Registration URL

Here's an example of a registration URL without UTM parameters:

https://registration.socio.events/e/agenda/renergizeconference

This is how the URL might look after adding three UTM parameters for a link in a marketing campaign email:

https://registration.socio.events/e/agenda/renergizeconference?utm_source=internal_marketing&utm_medium=email_link&utm_campaign=earlybird_sale

Append a Widget Code

If you use either of the Registration Widgets, you must update the href URL within the widget to track UTM parameters. Make sure you only put the href URL into your ad provider's URL builder, then paste the appended URL back into the widget code before publishing.

Here's an example of the first part of a Button type Widget Code without UTM parameters:

<a id="__button__widget__" href="https://registration.socio.events/e/renergizeconference" target="_blank"....

This is how it might look after adding four UTM parameters for a button on a sponsor's website:

<a id="__button__widget__" href="https://registration.socio.events/e/renergizeconference?utm_source=slido&utm_medium=button&utm_campaign=sponsorship&utm_content=bottom" target="_blank"....

View and export UTM data

When an attendee clicks a link with UTM data appended and completes the registration process, the data appears in their attendee profile within your Registration Event.

Go to the Attendees page of your Registration Event and click on an attendee. Scroll to the bottom of the attendee profile, and you'll see all captured UTM data listed.

Screenshot of the UTM Parameters section on a Registration Attendee profile.

UTM metrics

Both the Attendees and Orders exports show captured UTM data for any UTM parameters you've enabled. On the Metrics tab, click the Export Report button and select the Attendee Report and Orders Report to download the reports.

Check out Event Registration Metrics for more details about exporting these reports and an overview of what data is included in each report.

Screenshot of the Attendees Report and Orders Report options in the Export Report button of the Metrics tab.

Now you know how to use UTM parameters in your Socio Registration Event. Did you know that Socio events can also pass data to external websites? Check out our Pass Data to URL feature!

Questions? Chat Us or Email support@socio.events

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