Overview
UTM (Urchin Tracking Module) parameters and Query Parameters are powerful tools used in URL tagging to track how visitors arrive at your website and their interactions based on specific campaigns or user-defined queries. By integrating both UTM and Query Parameters in Relevic, marketers can tailor the user experience with high precision, ensuring that visitors see the most relevant content and offers based on their journey.
Why Personalization with UTM and Query Parameters Matters
These parameters allow for detailed tracking and segmentation of traffic sources, providing insights that help marketers optimize and personalize the digital experience:
Enhanced Targeting: Differentiate user experiences based on the origin and behavior, aligning content and offers with user expectations and intent.
Improved Conversion Rates: Personalized landing pages and messages increase relevancy, which can significantly boost engagement and conversions.
Detailed Campaign Analysis: Track the effectiveness of various marketing channels and campaigns, adjusting strategies based on data-driven insights.
Types of Parameters and Their Use Cases
UTM Parameters
UTM parameters track the effectiveness of specific marketing campaigns across different channels:
UTM_Source: Identifies which site sent the traffic (e.g., Google, newsletter).
UTM_Medium: Specifies the medium the link was used on (e.g., email, CPC).
UTM_Campaign: Names the specific campaign or promotion (e.g., summer_sale).
UTM_Term: Used for paid search to identify keywords.
UTM_Content: Differentiates similar content within the same ad or link (used for A/B testing).
Query Parameters
Query parameters can be used to modify the user experience based on specific data points entered by the user or derived from their interaction:
General Use: Modify content or user experience based on parameters in the URL. They are often used for tracking custom campaigns or user-defined settings.
Dropdown Options:
Equal to: The URL must exactly match the specified value.
Not equal to: The URL must not contain the specified value.
Includes: The URL contains a specified keyword or phrase.
Integration in Campaigns:
UTM Parameters Personalization Ideas:
Source-Specific Content: Customize content for visitors from different platforms (e.g., special offers for users coming from a Facebook ad).
Medium-Specific Landing Pages: Tailor landing pages for different mediums, such as a more visual page for traffic from Instagram.
Query Parameters Personalization Ideas:
Keyword-Based Customization: Alter page content based on search keywords included in the URL query parameters.
Feature Highlight: If a product feature query parameter is present (e.g.,
feature=waterproof), highlight related products or content on the landing page.
Examples of Comprehensive Use
UTM Campaign Targeting: A visitor from a UTM-tagged email campaign about a new product launch sees a personalized greeting and an exclusive offer related to the launch.
Query Parameter Use: A visitor accesses a site through a link with a query parameter indicating interest in waterproof gear (
example.com/products?interest=waterproof). The page they land on highlights all waterproof products and includes a special 10% discount on related items.
How to Set Up UTM and Query Filters in Relevic
Access the Campaign Canvas:
Log in to your Relevic dashboard and navigate to the Campaigns section.
Click Create New Campaign to access the Campaign Canvas.
Choose the UTM and Query Filters:
In the Filters menu, select the UTM or Query filter depending on the parameter you want to leverage.
Set up conditions based on the chosen parameter type to target specific user groups.
Create Page Variations for Each Parameter:
Use Relevic’s editor to craft personalized variations of your web pages tailored to the specified UTM or Query parameters.
Customize content, offers, and CTAs to match the anticipated needs and interests of the segmented audience.
Assign the Filters to the Campaign:
Once the variations are ready, assign the UTM and Query filters to the campaign and publish it. Relevic will automatically display the personalized content to users based on their parameters.
Best Practices for Using UTM and Query Parameters for Personalization
Consistency in Messaging: Ensure that the messaging across different channels is consistent yet optimized for performance based on the source and type of visitor.
Robust Testing: Regularly A/B test different versions of your content to see which resonates best with different segments derived from UTM and Query parameters.
Data-Driven Adjustments: Continuously analyze the performance of your campaigns and refine your strategies based on which parameters drive the most valuable traffic.
Conclusion
Using UTM and Query parameters in Relevic for campaign-specific personalization allows marketers to create highly targeted, engaging experiences that resonate with visitors based on their interactions and behaviors. This method not only enhances user satisfaction but also drives higher conversions by delivering exactly what users are searching for or are interested in based on their digital footprint.