Help & User Guide

Learn how to use RMPM UTM Express effectively

Table of Contents

Introduction to UTM Parameters

UTM parameters are tags added to URLs that help track the effectiveness of online marketing campaigns across traffic sources and publishing media. The acronym "UTM" stands for "Urchin Tracking Module," named after Urchin Software Corporation, which was acquired by Google in 2005 and became the foundation for Google Analytics.

UTM parameters consist of five different tags that you can add to URLs:

Parameter Description Example
utm_source Identifies which site sent the traffic (required) facebook, newsletter, google
utm_medium Identifies what type of link was used cpc, banner, email
utm_campaign Identifies a specific product promotion or strategic campaign membership_drive, spring_fundraiser, program_premiere
utm_term Identifies search terms (primarily used for paid search) documentary, jazz_festival, news
utm_content Identifies what specifically was clicked (used for A/B testing) header, feature, sidebar, video

When these parameters are added to a URL, they look like this:

https://www.rmpbs.org/article?utm_source=newsletter&utm_medium=email&utm_campaign=weekly_update

The RMPM UTM Express tool helps you create these tagged URLs and provides shortened versions that are easier to share, especially on platforms with character limitations like social media.

Using RMPM UTM Express

Generating a UTM Link

  1. Enter the Website URL: Start by entering the full URL you want to track in the "Website URL" field. This is the only required field.
  2. Select a Shortlink Domain: Choose which domain you want to use for your shortened URL from the dropdown menu (go.rmpbs.org, go.kuvo.org, or go.thedrop303.org).
  3. Add UTM Parameters:
    • Campaign Source: Enter where the link will be shared (e.g., facebook, twitter, newsletter).
    • Campaign Medium: Specify the marketing medium (e.g., social, email, cpc).
    • Campaign Name: Enter a name for your campaign (e.g., spring_fundraiser, membership_drive).
    • Campaign Term: For paid search campaigns, enter the keywords.
    • Campaign Content: Use this to differentiate similar content or links within the same ad or promotion.
  4. Generate the Link: Click the "Generate UTM & Shortlink" button.
  5. Copy Your Links: The tool will generate three links:
    • Original URL: Your original URL without UTM parameters.
    • UTM URL: Your original URL with UTM parameters added.
    • Short URL: A shortened version of your UTM URL that redirects to the full UTM URL.
Tip: Use the copy button next to each generated link to quickly copy it to your clipboard.

Using the UTM Library

The UTM Library allows you to view, search, filter, and manage all UTM links created by your organization.

  1. Viewing UTMs: All UTMs are displayed in a table showing the URL, campaign, source/medium, creation date, click count, and tags.
  2. Filtering UTMs: Use the filters at the top to narrow down UTMs by domain, source, medium, campaign, tag, or creator.
  3. Searching UTMs: Use the search bar to find UTMs containing specific text in any field.
  4. My UTMs: Click the "My UTMs" button to show only UTMs you've created.
  5. UTM Details: Click the "View" button on any UTM to see its full details, including click statistics.
  6. Editing UTMs: Click the "Edit" button to modify tags and notes for an existing UTM.
  7. Duplicating UTMs: Click the "Duplicate" button to create a new UTM based on an existing one.

UTM Strategies

Tracking the effectiveness of our digital marketing efforts is crucial for understanding audience engagement and optimizing content distribution. Here are some strategies specifically tailored for our use case:

Consistent Naming Conventions

Establish and follow consistent naming conventions for your UTM parameters. This ensures clean data in your analytics and makes reporting easier.

Parameter Recommended Naming Convention
utm_source Use the platform name in lowercase: facebook, twitter, instagram, newsletter, partner_name
utm_medium Use general marketing medium categories: social, email, cpc, display, partner, referral
utm_campaign Use campaign names with format: program_name_campaign_type (e.g., frontline_promotion, membership_spring2025, localmusic_series)
Tip: Use underscores instead of spaces in your UTM parameters to ensure consistent tracking across all analytics platforms.

Tracking Strategies by Channel

Social Media

For social media platforms, use a combination of source, medium, and campaign to track performance:

  • Source: The specific platform (facebook, instagram, twitter, linkedin)
  • Medium: The type of content (social, social_organic, social_paid)
  • Campaign: The specific campaign or content focus (membership_drive, program_launch)
  • Content: Use to differentiate between post types (video, image, link, story)
https://www.rmpbs.org/article?utm_source=facebook&utm_medium=social_organic&utm_campaign=frontline_premiere&utm_content=video

Email Newsletters

For email newsletters, track both the newsletter name and the specific content being promoted:

  • Source: The specific newsletter (spotlight, the_sample, oasis)
  • Medium: Always use email
  • Campaign: The campaign or content focus (spring_fundraiser, program_premiere)
  • Content: The position or type of link in the email newsletter (header, feature, sidebar, footer)
https://www.rmpbs.org/donate?utm_source=spotlight&utm_medium=email&utm_campaign=spring_fundraiser&utm_content=header

YouTube

For YouTube channels (like RMPBS, KUVO, and The Drop), use UTM parameters to track traffic from different video content and link placements:

  • Source: The specific YouTube channel (youtube_rmpbs, youtube_kuvo, youtube_thedrop)
  • Medium: Use video to distinguish from other channels
  • Campaign: The video series or campaign (kuvo_live, coex, rmpbs_news, the_intro)
  • Term: You can use this for the video topic or keywords
  • Content: The placement of the link (description, card, end_screen, pinned_comment)
Tip: Include the video title or ID in your campaign or content parameter to track which specific videos drive the most traffic. For example: utm_campaign=rmpbs_news&utm_content=description_ep3
https://www.rmpbs.org/donate?utm_source=youtube_rmpbs&utm_medium=video&utm_campaign=rmpbs_news&utm_content=description

Partner Websites

When your content is featured on partner websites, track the referral source:

  • Source: The partner website (cpr, denverpost, 5280)
  • Medium: Use referral or partner
  • Campaign: The campaign or content focus (joint_investigation, community_event)
https://www.kuvo.org/event?utm_source=cpr&utm_medium=partner&utm_campaign=jazz_festival

Best Practices for UTM Tagging

General Guidelines

  • Be Consistent: Use the same naming conventions across all campaigns and team members.
  • Use Lowercase: UTM parameters are case-sensitive, so standardize on lowercase to avoid duplicate entries in your analytics.
  • Avoid Spaces: Use underscores (_) instead of spaces in your UTM parameters.
  • Keep It Simple: Don't overcomplicate your UTM structure. Focus on the key information you need for analysis.
  • Document Your Conventions: Create a shared document that outlines your UTM naming conventions for all team members.

Common Mistakes to Avoid

  • Inconsistent Naming: Using facebook in one campaign and fb in another will create separate entries in your analytics.
  • Too Generic: Using vague terms like utm_source=website doesn't provide useful information.
  • Too Specific: Creating unique UTM parameters for every single link makes analysis difficult.
  • Using UTMs for Internal Links: UTM parameters should generally not be used for internal navigation within your website.
  • Forgetting to Use Shortlinks: Long UTM URLs can look unprofessional and may break in some platforms.
Warning: Be careful not to expose sensitive information in your UTM parameters, as they are visible in the URL and can be seen by anyone.

Tracking & Analyzing UTM Performance

The RMPM UTM Express tool not only helps you create UTM links but also provides basic tracking of link performance:

Built-in Analytics

  • Click Tracking: The system automatically tracks clicks on your shortened URLs.
  • UTM Library: View all your UTMs and their click counts in the UTM Library.
  • UTM Details: Click the "View" button on any UTM to see detailed statistics.

Google Analytics Integration

For more comprehensive analysis, UTM parameters are automatically tracked in Google Analytics:

  1. Access Google Analytics: Log in to your Google Analytics account.
  2. Navigate to Acquisition Reports: Go to Acquisition > Campaigns > All Campaigns.
  3. Analyze Campaign Performance: View metrics like sessions, bounce rate, and conversions for each campaign.
  4. Secondary Dimensions: Add secondary dimensions like Source, Medium, or Content to drill down further.
  5. Create Custom Reports: Set up custom reports to regularly monitor your most important UTM metrics.
Tip: Create segments in Google Analytics based on specific UTM parameters to compare performance across different channels or campaigns.

Measuring Success

When analyzing UTM performance, consider these key metrics:

  • Click-Through Rate: How many people clicked your link compared to how many saw it.
  • Engagement Metrics: Time on site, pages per session, and bounce rate for traffic from each UTM.
  • Conversion Rate: The percentage of visitors who completed a desired action (donation, subscription, etc.).
  • Attribution: Which channels and campaigns are driving the most valuable traffic.

Frequently Asked Questions

General Questions

Q: Do UTM parameters affect SEO?

A: No, UTM parameters do not directly affect SEO. Search engines recognize them as tracking parameters and generally ignore them when indexing pages.

Q: Can I edit a UTM link after it's been created?

A: You cannot edit the actual UTM parameters after creation, but you can add or edit tags and notes associated with the UTM in the UTM Library.

Q: Will UTM parameters work with all analytics platforms?

A: UTM parameters were created for Google Analytics, but most major analytics platforms (Adobe Analytics, Matomo, etc.) can track them as well.

Technical Questions

Q: What happens if someone removes the UTM parameters from a URL?

A: If someone manually removes the UTM parameters from a URL, the link will still work, but the visit won't be tracked with the campaign information.

Q: Do shortened URLs expire?

A: No, the shortened URLs created by this tool do not expire and will continue to work indefinitely.

Q: Can I see who clicked on my links?

A: The RMPM UTM Express tool tracks the number of clicks but does not provide information about specific users who clicked the links. For more detailed user information, you would need to use Google Analytics or another analytics platform.

Best Practices Questions

Q: How many UTM parameters should I use?

A: At minimum, you should use utm_source and utm_medium. The other parameters (campaign, term, content) should be used when they provide valuable additional information for your analysis.

Q: Should I use UTM parameters for all links?

A: UTM parameters are most valuable for external marketing efforts. They're generally not needed for internal navigation within your website, as this can interfere with your normal analytics tracking.

Q: How detailed should my UTM naming be?

A: Your UTM naming should be detailed enough to provide meaningful insights but not so granular that it becomes difficult to analyze patterns. Find a balance that works for your organization's needs.