Working with UTM Fields in the Audience Module

UTM codes (also known as UTM parameters) are simple snippets of text that you can add to a URL to help track the success of your web content. There are 5 standard parameters that you can add to any URL:

• Campaign
• Source
• Medium
• Context
• Term

UTM codes are commonly appended to custom URLs. Below is an example of UTM codes (bolded) added to a URL.

https://www.brightcove.com/en/blog/2018/08/define-your-video-strategy-3-simple-steps-1?utm_campaign=blogpost&utm_medium=social&utm_source=LinkedIn

UTM codes give you the ability to track how a blog post, internet ad, or email blast is working without having to create custom landing pages for each campaign. By creating a distinct UTM code for blog posts, ads, and emails, you can get data on which generates more traffic, conversions, etc.

Configuring data connections to work with UTM fields

Audience parses the UTM fields from the URL arguments. The UTM data can then be accessed from your marketing automation software or by using the Audience API. The Audience configuration that is required is based upon the marketing automation platform being used.

• HubSpot
• Salesforce
• Eloqua

HubSpot

With HubSpot data connections, no additional setup is required. The UTM fields will appear automatically in HubSpot.

Salesforce

With Salesforce data connections, use a Mapping Type of Advanced and then the UTM fields can be mapped to the appropriate data objects in Salesforce.

Eloqua

Check the Eloqua data connection for a warning about a data mapping update.

Click Update Now to update the mapping. This will update the data objects to receive this data.

Exporting data using the Audience module

UTM fields are included when exporting Audience data and selecting View Events. For information on exporting data, see Exporting Audience Data from the Audience Module.

Accessing UTM fields using the Audience API

UTM fields can be accessed using the Audience API. For information, see Audience API documentation.