Defining Best Practices & Use. URL campaign tracking refers to the practice of adding additional parameters to any digital link used to track and measure campaign activity.

1.    Slide - 1   
v. 062021
DATA COLLECTION
UTM Taxonomy & Naming Conventions

2.    Slide - 2   
v. 062021
THE 411 ON UTMs
What are UTMs?
UTMs, or link tracking parameters, are small pieces of code that can be appended to the end of links appearing in sent bulletins. They are
universally recognized by site analytics tools, like Google Analytics. UTM use is a communications best practice, as it allows campaigns to
better measure the impact on web traffic attribution created by strategic campaign directions, empowering the team to make informed, data-driven
decisions.
UTM Parameters: There are five different types of UTM parameters relevant to any project: source, medium, campaign, term and content.
 Source: identifies where the link was displayed. For example, a link clicked in a bulletin would identify the source as GovDelivery.
 Medium: identifies the type of channel in which a link was clicked on. For example, a link clicked in a GovDelivery bulletin would identify
the medium as Email.
 Campaign: identifies the type of messaging that we send. They help us to compare web behavior differences of recipients of different
communication initiatives, such as Application reminders and Welcome messages.
 Term: identifies audience segmentation and allows for greater insights into specific audience groups for overall bulletin user resonance and
appeal to the content and messaging.
 Content: identifies content variations within your communications, such as different tracks of messaging and A/B testing.
Why Use Them? The Unique Impact of UTMs.
Applying UTMs to your overall communications strategy allows for deeper insights into the workings of your email communications. The benefits
of utilizing UTMs include:
• A greater understanding of exactly where your web traffic is coming from
• Ability to pinpoint which bulletins account for traffic increases
• Differentiate web behavior by different bulletin content and different audiences
• Demonstrate your department’s impact to your site with bulletin communication
The more information your organization has, the better-informed decisions you can make.
For assistance, please contact your Granicus account manager or Adam Van Scoyoc at adam.vanscoyoc@granicus.com.

3.    Slide - 3   
v. 062021
UTM CAMPAIGN URL LINKS SETUP
Defining Best Practices & Use
All incoming campaign links to the designated client website and/or campaign landing page should leverage UTM codes to track greater
user attribution and site usage behaviors, as well as, campaign attribution performance.
Use all lower case alpha-numeric characters.
(please no exceptions for consistency in execution and analytics tracking, e.g. capitalizing the “C” in Campaign is not the same without
capitalization as campaign where each would be treated as a separate campaign in Google Analytics)
Use hyphens only (not underscores) to separate words.
(alternatively, use the plus symbol, but do not leave spaces and be consistent across the campaign)
Use all 5 available UTM parameters (source, medium, campaign, term, content) to aid in the effective tracking of campaign user attribution
and behaviors as there may be other campaigns active. Using all (5) parameters in our analytics tracking better helps us distinguish campaign
marketing performance across strategic campaign directions and multiple channels. Some parameters may be optional based on individual
campaign needs, but source and medium are “must haves” and are critical to campaign performance tracking. Please reference the naming
convention table, or ask for guidance from your analytics contact if assistance is required.
Use simple language and keep parameters short aligned to the naming convention design (as outlined in this documentation) for consistent
UTM creation across all campaign marketing efforts and channels, and for use with potential partners and client stakeholders.
Track all of your UTM parameters. We ask you to log the UTMs in use into a sharable campaign tracking document for all stakeholders
and analytics teams to have ready access in times of need and reference. Discuss the need with your analytics contact to host and share the
master log.
To create your UTMs and Campaign link URLs, an easy tool for use is the Google URL Builder Tool.** Use the link that follows to access
the tool. Google URL Builder Tool: https://ga-dev-tools.appspot.com/campaign-url-builder/
** Of note, use a link shortener to keep URLs tidy and manageable. URL shorteners are available within the Google URL builder tool. Branded, vanity links can
also be built by contacting and working with your GXG contact; or you may also use your own URL shortener tool as desired.
For assistance, please contact your Granicus account manager or Adam Van Scoyoc at adam.vanscoyoc@granicus.com.

4.    Slide - 4   
v. 062021
GOOGLE URL BUILDER TOOL TUTORIAL
URL campaign tracking simply refers to the practice of adding additional parameters to any digital link used to direct people back to the
campaign’s landing page destination. When we add this extra information to a URL link, the link is now referred to as a “campaign” and it will
allow us to be automatically track the campaign performance and attribution within your Google Analytics account.
The following steps are recommended to create your unique Campaign UTM links for any combination of email, SMS,
ads, social posts, or any other digital touchpoint (including QR codes) using the Google URL Builder Tool and the five
parameter fields. We request the use all five fields. If you are creating UTMs without Granicus’ help, make sure they
follow naming conventions, and they are unique, easily understood, and concise using guidelines defined.
Step 1 | Insert the Website URL: This is the website URL or campaign landing page destination for which will direct
users back to the website via a user click. It can be the main website home page or any other CTA landing page
destination for email or text opt-in, newsletter signup, program overview, account creation or any number of key
conversion events (as applicable).
Step 2 | Fill in the Source field: This field identifies the campaign source of the website traffic to give attribution to the
campaign tactical element, i.e., for Granicus GovDelivery marketing efforts, it should be identified as “govdelivery”. Or
for self-managed campaigns it could be any vendor/platform identifier such as a website, Facebook, Google, etc. -- or
even for offline sources such as billboard, mailed newsletter and more.
Step 3 | Fill in the Medium field: This parameter field narrows down the specifics of the link tracking performance by
the marketing channel used. For example, for Granicus GovDelivery marketing efforts, it should be identified either
“email” or “text”. Other channels supporting an expanded campaign effort and which can be identified include display,
paid social, social, search, paid search, referral, etc. (For special use cases, consult with your analytics advisor.)
Step 4 | Fill in the Campaign field: This parameter further helps to narrow down the analysis of website visits by
identifying the specific campaign by name or campaign ID with a unique identifier. It allows us to track the exact, unique
campaign which is responsible for creating website visits.
https://ga-dev-tools.appspot.com/campaign-url-builder/
Step 5 | Fill in the Term field: Typically this field is reserved for paid search terms, however, it can also be used for other purposes. One recommended use and purpose is
to use it to capture targeted audiences or audience segments. This will allow for deeper analysis for how well campaigns are performing based on who is seeing our
campaign content, messaging and materials.
Step 6 | Fill in the Content field: The Content parameter provides one added filter to isolate and analyze campaign performance. A best use case for this parameter for a
Granicus campaign is Bulletin ID, which will allow us to capture specific performance for a series or individual campaign emails filterable via other parameters in use. For
example, identifying the content parameter such as “bulletin-1” gives the capability to analyze a user response to a specific message to aid in executing and optimizing
follow-on messages for specific audiences.
Step 7 | Lastly, copy and paste the Generated Campaign URL: Once the final URL is automatically created as the fields are filled in, you will be able to copy and paste the
Final URL link into your campaign materials.
For assistance, please contact your Granicus account manager or Adam Van Scoyoc at adam.vanscoyoc@granicus.com.

5.    Slide - 5   
v. 062021
UTM NAMING CONVENTIONS GUIDELINES
Use the design structure below to build your UTM URL links.
Use all lower case alpha-numeric characters (please no exceptions for consistency in execution and analytics tracking)
Use hyphens only to separate words (please no exceptions for consistency in execution and analytics tracking)
Source Medium Campaign Term Content
Purpose
&
Use
Campaign Platform
Attribution identifier
for marketing vendor
or platform used.
Marketing Channel
Attribution identifier
for marketing channel
used.
Campaign Name
Attribution identifier
for the campaign
unique name.
Audience ID
Attribution identifier
for audience target,
segment, etc.
Content ID
Attribution identifier
for content, message,
format, etc.
Campaign
Parameter
Examples
govdelivery
facebook
instagram
twitter
google
blog
website-x
Offline Examples
outdoor
print
pr-media
email
sms-text
display
social
paid-social
search
cpc or ppc
referral
direct
mobile
billboard
qr-code
press-media
campaign-name audience_id-1
audience_id-2
segment_id-1
segment_id-2
content_id-1
content_id-1b
content_id-2
content_id-3
content_id-3b
content_id-4
content_id-5
ab_test-1
ab_test-2
Google URL Builder Tool: https://ga-dev-tools.appspot.com/campaign-url-builder/
Example: https://granicus.com/?utm_source=govdelivery&utm_medium=email&utm_campaign=make-a-difference&utm_term=audience-1&utm_content=bulletin-1
Short Form (Shortened) URL Example: https://bit.ly/3wVuY0I | Short Form (Shortened) Vanity URL Example: https://www.granicus.com/vanity
For assistance, please contact your Granicus account manager or Adam Van Scoyoc at adam.vanscoyoc@granicus.com.
Branded vanity link shorteners include Bitly and TinyURL, or Rebrandly for creating branded links.

6.    Slide - 6   
v. 062021
CAMPAIGN UTM LOG REPORT EXAMPLE
# Campaign
Tracking
Mechanism
Source
(campaign type)
Medium
(channel)
Campaign
(name)
Term
(audiences)
Content
(message)
UTM Link
(requirements)
Campaign
(trackable goal)
Campaign
(trackable events)
1
Make-A-Difference
(MAD) Awareness
Campaign
UTM
parameters
govdelivery email mad national lead-gen
Yes – GA UTM
URL link
Email Opt-Ins
Email Metrics +
User Site Traffic,
Sessions, Duration,
Bounce
2
Make-A-Difference
(MAD) Welcome
Campaign
UTM
parameters
govdelivery email
mad-
welcome-1
sign-ups welcome
Yes – GA UTM
URL link
Landing Page
Conversions
Email Metrics +
User Content Clicks,
Video Views, Page
Scroll, Duration
3
Make-A-Difference
(MAD) Programmatic
Campaign
UTM
parameters
govdelivery email
mad-
program-1
conversion call-to-action
Yes – GA UTM
URL link
Linked Return
Website Page
(Content) User
Visits
Email Metrics +
Click Funnel Path
Clicks, Duration,
Bounce
4
Make-A-Difference
(MAD) Programmatic
Campaign
UTM
parameters
govdelivery email
mad-
program-2
user-event-1 text-opt-in-offer
Yes – GA UTM
URL link
SMS Opt-Ins
Email Metrics + Click
Funnel Path Clicks +
Bounce
5
Make-A-Difference
(MAD) SMS-Text
Campaign
UTM
parameters
govdelivery sms mad-text-1 txt-opt-in
account-
activation
Yes – GA UTM
URL link
Link Clicks
SMS Metrics + CTA
Landing Page Event
Clicks + Bounce
6
Make-A-Difference
(MAD) Programmatic
Campaign
UTM
parameters
govdelivery email
mad-
program-3
non-
conversion
call-to-action-2
Yes – GA UTM
URL link
Linked Return
Website Page
(Content) User
Visits
Email Metrics +
Click Funnel Path
Clicks, Duration,
Bounce
7
Make-A-Difference
(MAD) SMS-Text
Campaign
UTM
parameters
govdelivery sms mad-text-2 txt-opt-in
account-
reminder
Yes – GA UTM
URL link
Link Clicks
SMS Metrics + CTA
Landing Page Event
Clicks + Bounce
8
Make-A-Difference
(MAD) Programmatic
Campaign
UTM
parameters
govdelivery email
mad-
program-4
user-event-1
and
user-event-2
call-to-action-3
Yes – GA UTM
URL link
Linked Return
Website Page
(Content) User
Visits
Email Metrics +
Click Funnel Path
Clicks, Duration,
Bounce
UTM 1 Example: https://granicus.com/?utm_source=govdelivery&utm_medium=email&utm_campaign=mad&utm_term=national&utm_content=lead-gen
UTM 7 Example: https://granicus.com/?utm_source=govdelivery&utm_medium=sms&utm_campaign=mad-text-2&utm_term=txt-opt-in&utm_content=account-reminder
For assistance, please contact your Granicus account manager or Adam Van Scoyoc at adam.vanscoyoc@granicus.com.

7.    Slide - 7   
v. 062021
TESTING YOUR UTMs
For assistance, please contact your Granicus account manager or Adam Van Scoyoc at adam.vanscoyoc@granicus.com.
So you created your UTMs, now see if they are working.
Here are two easy tests you can use to check your UTM parameters.
Test Method 1 | To test your UTM parameters, enter a tagged
URL into your browser and see what happens:
https://granicus.com/?utm_source=govdelivery&utm_medium=sms&utm_ca
mpaign=mad-text-2&utm_term=txt-opt-in&utm_content=account-reminder
If everything is working as expected, the URL should keep the
tags and display the page as usual:
If UTM parameters disappear after the page loads, they are not
working correctly, and no information will be tracked.
Test Method 2 | You can also check the “Real-Time -> Traffic
Sources” report in Google Analytics to see if the test values you
entered are being correctly picked up and reported:

8.    Slide - 8   
v. 062021
Best Practice
Defined