URL Parameter Customization

What are URL parameters? 

URL Parameters are text snippets that serve as extra information for links. They are commonly used for attribution tracking, and are used by many services for passing campaign and referral source information when a user visits a page.


Google Analytics 

WhatCounts uses Google Analytics tracking to associate revenue with campaigns, and therefore has specific requirements for some Google Analytics parameters  There are five types of Google Analytics parameters, three of which are required:
  1. utm_source (required) – identifies the source of your traffic
  2. utm_medium (required) – identifies the medium the link was used on
  3. utm_campaign (required) – identifies a strategic campaign
  4. utm_term – specific to links in paid-search ads.
  5. utm_content – suggested for additional details for A/B testing and different types of content

When rendered in an email, a link's construction might look like this:

In the example above, the words that appear following the " = " in each parameter is the content that WhatCounts lets users customize.

Users can customize any of the parameters noted above, with the exception of utm_content, which is reserved by WhatCounts, and utm_source, which defaults to "Windsor%20Circle%20Automator." By default, utm_campaign and utm_medium are exposed to the user with default values:

  • utm_medium will default to "email"
  • utm_campaign will default to your automated campaign's name

These URL parameters will be added to all links in the template code. By default, they will not be added to URLs in the user-controlled content areas, but you can add them manually by using merge tag syntax like this:

Merge Tag Syntax for Adding Tracking CodesCopy to Clipboard<a href="{{'' | add_tracking_codes }}">Link</a>

Other Analytics Services 

While WhatCounts uses Google Analytics for revenue tracking, URL parameters for any other service including Coremetrics or Omniture can be added as freeform parameters. These additional parameters can also use merge tags, including custom fields, in order to include personalized information in the parameters.

Customizing Your URL Parameters 

  • Customization of these parameters takes place when you are editing your campaign. All of the customization inputs can be found inside the Email Content tab of the campaign template editor.
  • Emails across different campaigns cannot share the same utm_campaign value.
  • Different emails within a campaign can have unique link parameter customizations.
  • Our link parameter customization feature also supports including merge tags within the parameter. So if you want your parameter to be populated with dynamic content that lives in a merge tag, it's easy to make that customization by clicking the "Insert merge tag" link in the link customization interface. Please note, WhatCounts must already be processing this merge tag in order for it to be selectable within this interface.

For Bronto Users 

We have found that Bronto overrides Google UTM params in links, so we offer a store-level feature that will allow you to track clicks and map campaigns using aspects of our Behavioral Track and Trigger script. If you already have our BTT script installed, you do not need to update your script or make any changes to it in order to use this functionality. Contact us for more information about this feature.
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