Can we retrieve information from our UTM campaigns?

Piano Analytics SDK

The Piano Analytics SDK allows the collect of UTM parameters with different behavior.

By default the UTM parameters are recognized and collected thanks to the default setting of the enableUTMTracking parameter. The UTM will be collected in the properties written above.

Unlike the smarttag, the Piano Analytics SDK allows UTM parameters to be taken into account in the source attribution algorithm if the parameter "campaignPrefix" is set to take into account the UTM parameters:

CODE

pa.setConfiguration('campaignPrefix',['at_','utm_']);

In this case, the properties "src_medium" and "src_campaign" mandatory to count a marketing source will be valued by "utm_medium" and "utm_campaign".

The other UTM parameters will be counted as sources if custom properties are declared with a "src_" prefix.

Smarttag

In Piano Analytics, it is possible to automatically retrieve UTM parameters and assign them to properties, so that they can be analysed.

This method uses custom properties and is therefore only available on Piano Analytics, with a SmartTag at least version 5.23.0.

You will need to add the "Retrieve "utm_" campaign parameters from the URL" setting to your Tag Composer configuration.

The UTM parameters will then naturally be raised within dedicated properties:

utm_term (utm_term)
utm_source (utm_source)
utm_medium (utm_medium)
utm_content (utm_content)
utm_campaign (utm_campaign)

Note that these properties will not override the Piano Analytics source assigned by default.

However, you will find a method to set Data Management rules allowing you taking UTM parameters as sources below: Measure UTMs with the Data Model