Guide to UTM Tracking and Setup

Configuring UTM's for the Sona Growth Platform

UTM parameters allow you to track and analyze your media buying activities so you can get additional insights about each visit. With the proper UTM configuration in combination with the Sona Growth Platform, you can connect your media buying activities to all of your downstream data and better optimize media investments. For media optimization, we recommend UTM unique naming combinations at the campaign, ad group, and ad level. 
The Sona Growth Platform can support standard and custom parameters from virtually any ad platform. In addition, we recommend that you add Sona Labs tracking parameters for each ad platform. The specifications are detailed in the UTM Tracking and Setup guide for each platform. You can add parameters (such as  utm_sourceutm_mediumutm_campaign,   utm_termutm_content, any custom parameters, and any ad platform specific dynamic parameters) to capture reporting data about the referring campaign. 

URL Structure

The content of your URLs may vary, but the general structure will likely follow the format below. For example, the following link would allow you to identify the traffic to that came from facebook, as part of a "holiday-sale" campaign:

Component Description
? The "?" separates the base url and the parameters. There should only be one "?" in your URL. This component separates your landing page URL from your parameters.
& The "&" separates parameters. If you include UTMs and Sona tracking parameters in the same URL, the only necessary separation between the two groups is the "&" between UTM values and Sona tracking parameters.
= Separates a parameter's name from its value.

Sona Growth Platform Parameters

The Sona Growth Platform uses platform-specific URL parameters in addition to your UTM values. Any values that are dynamically added via these platform parameters are not required to be used in your UTM values. For example, platform parameters for Facebook include ad set ID, so you wouldn't need to include the ad set ID in your UTM values.

If you're working with a set of existing UTM parameters, you may have some duplication in both your UTM values and Sona Growth Platform parameters. These duplications can remain in place, and there will not be any negative impact from having duplicated values. 

We recommend that you use Sona Growth Platform-specific URL parameters where available rather than custom UTM's. Please reference the UTM Tracking and Setup article specific to each ad platform.

Recommended UTM Parameters

We recommend the use of utm_medium, utm_source, and utm_campaign, at a minimum. The values for these parameters should be consistent in content and in formatting. For example, you should always use the same utm_source value for a particular ad platform or you should always use the same utm_medium value for traffic from social media sites. This will both simplify how data connects between different sources.

Parameter Description
{utm_source} A value for the platform used (examples include: facebook, google,  bing, etc.)
{utm_medium} A value for the ad or channel used (examples include: social, organic, banner, paid, cpc, affiliate, etc.)
{utm_campaign} A value for the campaign type. This should be more general than the actual campaign name in platforms such as Google AdWords or Facebook, such as "prospecting" or "retargeting"
{utm_term} A value for the ad group or adset depending on the ad platform.
Optional and varies by client. Recommended in order to get the most out of the Sona Growth Platform
{utm_content }

A value for the ad name depending on the ad platform.
Optional and varies by client. Recommended in order to get the most out of the Sona Growth Platform.

Did this answer your question? Thanks for the feedback There was a problem submitting your feedback. Please try again later.

Still need help? Contact Us Contact Us