UTM Link Generation

UTM Link (Urchin Tracking Module) is a URL that has been modified to include certain parameters. These parameters help the Marketing Dept. to track and analyze traffic incoming to the website and other various marketing campaign channels. But using UTM links, performance such as clicks, traffic, conversions and replies from various channels can be identified.

There are many manual and automated tools that can be used to generate UTM links. This SOP specifically covers how to generate UTM links through the ERP system to ensure that all records are maintained within the ecosystem.

Environments

• Email Marketing Module
• AdvaCare Pharma Website
• Various Marketing Channels

UTM Parameters

• utm_campaign: Identifies the Campaign Name.
• utm_medium: Identifies the medium, which is defined as the Campaign Channel (e.g., Newsletter, Google Ads, etc.).
• utm_source: Identifies the source of the traffic, which is defined as the different initiatives under a Campaign (e.g., Newsletter name, G-Ad ad group name, LI post name).

Creating UTM Links

There are two ways of creating UTM links on Odoo, depending on the Campaign Channels:

• Automated UTM Links: these links are created automatically for Newsletter and Outbound Marketing emails, when the Mailing is created for said mass mailing. Campaign Specialists only need to make sure that the UTM Parameters are inputted correctly in the Mailing, under the “Options - Campaign” section.

While these UTM links are not visible in the editing mode of the Mailings, the ERP system will automatically apply the UTM links once the Mailing is sent out, showing a link that shows as follows to the newsletter recipient:

When clicked on, the Recipient will be redirected to the site, with the parameters visible.

NOTE: As the parameters will be visible to the Recipients who click on the links, Campaign Specialist must make sure that the UTM Campaign/Source in particular, does NOT contain any information that does not want to be shared to the audiences. For example, “resell”, distributor name, vendor name, etc.

• Generating UTM Links: these links are to be generated semi-manually. This link is normally copied after being generated, and pasted where the link is supposed to be. For example, a link for a Social Media post on LinkedIn, Google Ads on the Ads Manager platform, etc. The process on how to generate UTM links is as follows:

1. Open the Email Marketing - Campaigns module.
2. Locate the Campaign in which the UTM is to be made for. If the Campaign is not yet created, create it following the guideline mentioned in the PC or MC/SC Management SOP. Click to open the Campaign.
3. Click the “CREATE UTM” button, and the generator page will open.
4. Input the following fields:

NOTE:** The following is only a standard guideline reference that may be adjusted to different situations.*

5. After all fields are inputted, check the field “Redirected URL” text in red to check the UTM link. Confirm all information and again make sure that NO SENSITIVE INFORMATION is reflected in the link. This link will be visible to the public.

6. Once the Redirected URL is final, copy the link and click “SAVE”.

7. The links can now be pasted to where it is supposed to be used.

Tracking UTM Links

Two important points that the UTM links will track include:

• Number of Clicks
• Number of Conversions

Number of Clicks

All UTM Links created, either automatically or manually, can be found under each Campaign Record. The list of UTM links is under the “Link Tracker” tab.
Note that UTM Names for automatically created links are derived from the destination site Title Tag, and may look a little messy when compared to the manually created ones.

Marketing Specialists can sort the list of links by Medium or Source to organize this. This can be done by hovering over the column title and clicking on the appearing downward arrow.

Two important points that the UTM links will track include:

• Number of Clicks
• and at the same time will reflect the number of Conversions under the Conversion

Conversions

Conversions here refer to the number of Leads generated from the various campaign channels. It is the point after a Target Audience submits a form on the website/reply to a newsletter. Marketing channels that contain UTM links will track these conversions on the Lead Module, under the Marketing Field.

This list of Leads/Opp converted in a Campaign can be quickly accessed from the “Conversions” smart button on the Campaign record.