To effectively track the performance of your marketing campaigns within FranConnect, it is essential to configure UTM (Urchin Tracking Module) parameters. These parameters allow you to capture detailed information about the source, medium, and specific campaigns driving traffic to your site, enabling you to measure the effectiveness of your marketing efforts. This guide will walk you through the steps to configure UTM fields within FranConnect, whether through email parsing, API integration, or the web form generator, ensuring you can accurately track and analyze your lead sources.
Note: If you are an existing FranConnect customer who wishes to set up UTM for the first time, please contact your customer service representative to ensure your system is properly configured for UTM.
Topics
- UTM Parameters
- UTM Fields in FranConnect
- Adding Values for UTM Fields via Email Parsing
- UTM in FranConnect Analytics
UTM Parameters
UTM parameters are useful for determining the sources of your leads, whether they come from platforms like social media or email campaigns. They allow you to analyze which channels are most effective, segment your audience for customized outreach, evaluate the success of your campaigns, and prioritize the sources that bring in the best leads. This ultimately helps you boost your conversion rates by focusing on the most valuable traffic sources.
Let's take a look at each of the UTM parameters:
- UTM Source: Identifies the source of your traffic, such as a search engine (e.g., Google) or a website (e.g., Facebook).
- UTM Medium: Describes the medium used, such as email, social media, or CPC (cost-per-click).
- UTM Campaign: Refers to the specific campaign or promotion, helping to track the performance of individual marketing efforts.
- UTM Term: Used for tracking specific keywords in paid search campaigns.
- UTM Content: Differentiates between versions of the same ad or link, which is useful for A/B testing.
UTM Fields in FranConnect
FranConnect has standardized six UTM fields in our environments. These are as follows:
- UTM Parameter
- UTM Campaign
- UTM Content
- UTM Medium
- UTM Source
- UTM Term
To find these fields, log into your FranConnect environment. Click the gear icon at the top of the page to access your Admin settings.
Click Sales on the left-hand sidebar.
Click Manage Form Generator.
Click Continue on the next page, and then click the Primary Info tab.
Under the "Lead Details" section, you will see the following fields:
Next, let's take a look at how to add values for these fields via email parsing.
Adding Values for UTM Fields via Email Parsing
Email parsing is the process of extracting specific data from emails, such as subject lines, body content, or attachments, and converting it into a structured format. FranConnect has a parsing account configured for each user, where any mail activity is parsed, if the body of the email has the parsing keywords corresponding to the standardized UTM fields in FranConnect.
To update values for the UTM fields in FranConnect, parsing keywords are used to fetch relevant information on standardized UTM fields through the email parsing account.
To configure parsing keywords, return to the Primary Info tab as we did in the previous section. Click the gear icon corresponding to the field for which you wish to set the parsing keywords. Select Configure Parsing Keywords from the drop-down menu.
Enter the parsing keywords you wish to track separated by commas. Additionally, you can enter any words you want to ensure you never parse in the "Parsing Restrict Keyword" section.
These fields and more can also be configured in the API. For more information on how to use the API with UTM, please reach out to your customer service representative.
UTM in FranConnect Analytics
The Franchise Sales Optimization dashboard in the Analytics module has been enhanced to support UTM parameters. This upgrade enables users to track leads more effectively, offering increased accuracy in monitoring marketing efforts, and identifying lead sources. For customers with the Develop package enabled, any updates to the UTM fields for their leads will be reflected in the dashboard displayed below:
Conclusion
Configuring UTM parameters within FranConnect is a strategic step to enhancing the accuracy and efficiency of your marketing campaigns. By leveraging FranConnect's versatile tools such as email parsing, API integration, and the web form generator, marketers can seamlessly track the origins and effectiveness of their traffic sources. Understanding which channels deliver the most valuable leads allows for more targeted and successful marketing strategies. As this guide demonstrates, whether you are setting up UTM parameters for the first time or looking to refine existing setups, FranConnect provides the necessary tools and support to ensure your marketing efforts yield optimal results.