UTM parameter tracking

To help you track and identify which of your marketing campaigns and strategies are generating the most traffic, SHOEBOX Online allows you to use Urchin Tracking Module (UTM) parameters in your SHOEBOX Online URL. The data generated from UTM parameter tracking can only be delivered via the Results Data API.

In this article:

• What is UTM parameter tracking?
• Which parameters are available?
• How do I apply UTM parameters?
• Can I apply multiple parameters?
• Are these parameters mandatory?
• I've applied one or more UTM parameters, what's next?

What is UTM parameter tracking?

UTM parameter tracking involves a set of predefined URL parameters that help identify marketing campaigns that drive traffic to SHOEBOX Online. These parameters are appended to SHOEBOX Online URLs and create unique identifiers that are then passed through to the customer via the SHOEBOX Online API.

Which parameters are available?

Below are the five UTM parameters that can be used with SHOEBOX Online:

• utm_source: This tag identifies the source of your traffic (Facebook, LinkedIn, search engine, newsletter, etc.).

  Example: shoeboxonline.com/shoebox?utm_source=facebook

• utm_medium: This UTM code specifies the medium, like email, banner or newsletter.

  Example: shoeboxonline.com/shoebox?utm_medium=banner

• utm_campaign: This parameter indicates the campaign that the URL is a part of. This might be an identifier like a tagline, such as “launch2021” or “website-redesign.”

  Example: shoeboxonline.com/shoebox?utm_campaign=holiday2021

• utm_id: This parameter can be used to gather additional reporting data by associating the test URL with an ID number. For example, if a marketing campaign’s budget is associated with an ID number (such as a budget code) generated in a third-party software, the number can be added to this parameter to track the number of leads generated by the campaign and measure attribution.

  Example: shoeboxonline.com/shoebox?utm_id=5112

• utm_content: This parameter is typically used to track what content triggered the campaign. For example, if you have multiple call-to-action buttons or links within the same email message, you can set content values for each of those so that you know which is the most effective.

  Example: shoeboxonline.com/shoebox?utm_content=test_your_hearing

• utm_term: This parameter is important for identifying the keywords that drive clicks via a paid search campaign.

  Example: shoeboxonline.com/shoebox?utm_term=hearing_test

How do I apply these parameters?

Simply add the parameter to your URL, as demonstrated in the examples above, then post the URL where you need it. 

For example, if you advertise on Facebook, and you want to track how many users access your online test via Facebook, you would use the following URL for your Facebook ad.

shoeboxonline.com/shoebox?utm_source=facebook

Can I apply multiple parameters?

Yes, you can apply all of them, just one of them, or you can mix and match them as required. When using more than one parameter, you will need to add an ampersand (&) between each parameter.

Example: https://shoeboxonline.com/shoebox?utm_source=facebook&utm_id=5112

Are these parameters mandatory?

Applying UTM Parameters to a SHOEBOX Online URL is completely optional.

I've applied one or more UTM parameters, what's next?

Now that your UTM Parameters are published, you can utilize the SHOEBOX Online API for UTM tracking.

If your organization has not used the SHOEBOX API before, and you need some help getting set up, see Results Data API.

Once your organization is set up, the SHOEBOX API automated data transfer will include UTM tracking data. In the image below, you can see example data that includes UTM parameters