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Creating UTM codes

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UTM codes are a powerful tool for quantifying marketing campaigns and providing accurate referral code tracking. This guide explains UTM codes, how to create them, and how they are tracked in RingCentral Events and Google Analytics.

What are UTM codes?

A UTM (Urchin Tracking Module) code is a customizable snippet of text added at the end of a URL to track the metrics and performance of a specific digital marketing campaign. Five main UTM parameters can be added to the URL:

  • Source: Identifies which site the visitors are coming from.
    Example values: linkedin, blog, newsletter, etc.
  • Medium: Identifies which marketing channels are bringing the visitor to your site.
    Example values: cpc, organic_social.
  • Campaign: Identifies which campaign the promotion is associated with.
    Example values: early_bird, referral_program.
  • Term (optional): Identifies paid keywords you’re targeting with your campaign. Example values: social_media, annual_conference.
  • Content (optional): Identifies the exact element on your ad or promotion that was clicked, often used for optimization purposes.
    Example values: video_ad, text_ad, event_banner, logo_link.
Note: URLs are case-sensitive, so if you want to make several UTM codes for the same campaign, make sure that the information you input is consistent so that they can be easily tracked.
Important: When creating UTM tags, use only alphanumeric characters (letters and numbers) to ensure your data is accurately tracked. Special characters, such as !, @, #, $, %, and &, can cause errors and inaccurate data.

Creating UTM codes in RingCentral Events

Our UTM generator creates URLs with two UTM parameters suitable for the most common marketing scenarios: utm_source and utm_campaign. To create a UTM code using our generator:

  1. Go to Event Dashboard > Marketing > UTM Codes.
  2. Click Create UTM Code.


  3. In the UTM code settings, enter UTM Source and UTM campaign.
    ✔ The UTM code URL will change accordingly.
    Tip: Although our platform supports five parameters, the generator includes only two. Use an external generator or add more parameters manually.
  4. Under UTM Code, click the Copy icon to copy the unique URL you've created. 
  5. Click Generate UTM Code to save the code.

All codes you've created are listed on the UTM codes page. Hover over the listing to copy the URL, edit, or delete the code.

Creating UTM codes externally

You can use any external campaign URL builder to create your Campaign URL with 5 UTM parameters.

UTM codes in RingCentral Events analytics

As users access the event landing page and register for your event via your UTM codes, you can track this data in various reports, including Export Orders Report, Registrants Report, Attendees Report, and No-Shows Report. UTM parameters will be displayed in additional columns alongside the ticket information.

Note: Only last-click conversions are tracked. The UTM data will not be captured if prospective registrants exit the browser and return to register.

Here is an example of how UTM parameters are listed in the Export Orders Report:

utm_codes_4__2_.jpg

Google Analytics tracking

You can add a Google Analytics tracking ID to your event to track page views and conversions. Traffic reports include UTM parameters. 

Important: To track UTM parameters with Google Analytics, you should always use the following three parameters: utm_source, utm_campaign, and utm_medium. 

 

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