Creating UTM codes

UTM codes are a powerful tool for quantifying marketing campaigns and providing accurate referral code tracking. This guide explains what UTM codes are, 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. There are five main UTM parameters that 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.

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 support 5 parameters, the generator includes 2 parameters only. Use an external generator or add more parameters manually.
4. Under UTM Code, click the Copy icon to cope 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 have the flexibility to use any external campaign URL builder to create your Campaign URL with 5 UTM parameters.

UTM in RingCentral Events analytics

As users access the event landing page and register for your event via your UTM codes, you will be able to 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.

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

Google Analytics tracking

You have the flexibility to add a Google Analytics tracking ID to your event to track page views and conversions. UTM parameters can be found in traffic reports.