Tracking media campaigns in Piwik PRO via UTMs

👋 Discover best practices and how to integrate UTM parameters with Piwik Pro.

Why tag your links?

Using UTM (Urchin Tracking Module) parameters for campaign tracking is essential for analyzing traffic behavior on your website via an analytics tool like Piwik PRO.

The advantages of using these UTMs, particularly with Piwik PRO, are as follows:

1. Traffic segmentation: UTMs allow you to divide and identify your traffic by source, media, campaign, content and search terms, enabling you to find out where your visitors are coming from.

2. Measuring Marketing Campaigns: You can measure the performance of various marketing campaigns, whether paid, on social networks or via newsletters. You'll know which campaign generates the most clicks, conversions and engagement.

3. Budget optimization: By identifying the best-performing campaigns, you can reallocate your budget accordingly and invest more in them.

4. Content Strategy Evaluation The parameter utm_content is particularly useful for comparing the performance of different types of content within the same campaign, such as banners or versions of an e-mail.

5. Data harmonization: By systematically using UTMs, you guarantee data consistency in your analysis tool, enabling the whole team to use the same terms and understand the data uniformly.

6. Adaptability and customization: UTMs are flexible and can be tailored to your specific needs, which is useful if you have unique tracking requirements.

Integration with Piwik PRO

Piwik PRO also recognizes UTM settings. By default, the campaign parameters are as follows: https://www.starfox-analytics.com/?pk_campaign=black_friday_sale_2049&pk_source=facebook&pk_medium=cpc&pk_keyword=green_shoes&pk_content=static&pk_cid=765678

Where can I find the campaign settings in Piwik PRO?

Your campaign data will be available in the "Campaigns" report:

Configure Piwik PRO to accept your standard UTMs

You can therefore reuse the same parameters as for GA (utm_source , utm_medium , utm_campaign etc.) in Piwik PRO, provided you enter them correctly in the interface.

ℹ️ Add custom settings to Piwik Pro
1. Click on Menu at the top left of your screen
‍2. Click on Administration
‍3. Click on your site name in the list on the left
‍4. On page Data Collectionsection, find the Campaigns
‍5. Add custom parameters in the field dedicated to each parameter

Best practices for campaign monitoring :

1. Clear naming system: Make sure all team members understand campaign names.

2. Tag every URL: Every advertising link, e-mail, blog post, etc., should be tagged.

3. Beware of case sensitivity: always use lower-case letters to avoid confusion. You can use a GTM variable to reconstruct the URL and force lower case.

4. Use only the necessary parameters: Don't overload your URL.

5. Store your tagged links: Use a shared file to track and manage your tagged URLs.

What to avoid in campaign monitoring:

• Internal links: Never use PK/UTM parameters for internal links.

• Organic/unpaid search: Don't tag your SEO campaigns.

• Natural referents : Let referring sites decide your UTM standards.

☝ Convictions
‍Amodern UTM strategy uses dynamic identifiers and a data pipeline to improve the efficiency and accuracy of marketing campaigns, delivering greater ROI.