Release Date: October 15, 2020.


Track links sent in outbound messages on Google Analytics using UTM parameters

Use Case

Brands commonly use analytics software like Google Analytics to add destination URLs with “UTM Parameters.” Google Analytics offers an option to add a maximum of five parameters, of which three of them are mandatory.

The UTM Parameters in Google Analytics are:

  1. Campaign Source (utm_source) ─ this parameter indicates the referrer used to send out a campaign.

  2. Campaign Medium (utm_medium) ─ this parameter indicates the channel used to communicate through SMS, Email, WeChat, Push Notification, and Line.

  3. Campaign Name (utm_campaign) ─ this parameter indicates the name of the campaign. 

  4. Campaign Term (utm_term) ─ this parameter indicates the keywords used in Search Engine Marketing, and it is an optional parameter.

  5. Campaign Content (utm_content) ─ this parameter is used in A/B content and placement testing, and it is an optional parameter.

When the link is added with these UTM parameters, the destination or landing page has GA code, which will examine the URL and begin reporting on the five dimensions.

The Outbound campaigns module will automatically attach the UTM parameters to all links sent out through the campaign. Configure the UTM parameters while creating the campaign - Create Campaign > Advanced Settings > Track using Google Analytics.

  • By default, the source of a campaign is CRM.

  • Campaign Medium is automatically populated based on the communication channel (SMS or Email).

  • Campaign Name is the name of the campaign setup as on InTouch.

It is mandatory to edit all the campaign links with custom values. When a user chooses to enter the campaign medium field manually, the UTM parameter value appended to all the campaign links will remain the same concerning the channel on which the message is executed.

By default, the value of Campaign Terms & Content is not stated, and it can be entered optionally. The UTM parameters are appended to all.

Viewing UTM in Google Analytics dashboard

In the Google Analytics dashboard of the destination page, you can view the UTM as a report.  Acquisition > Campaigns > All Campaigns. 

Source and Medium are also available on other reports as secondary dimensions.

Enable Google Analytics tracking while creating a campaign. You cannot enable it after creating a campaign. Once the campaign is created, the tracking parameters can be edited at any point in time, and the changes will reflect in subsequent messages.