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<article class="a8c-docs-entry post-1872 post type-post status-publish format-standard hentry category-advanced category-dashboard-guide tag-code tag-dashboard tag-table tag-u1123 tag-u1223" aria-label="Parse.ly’s Guide to Campaign Tracking" id="post-1872" > <header class="a8c-docs-entry__header"> <h1 class="a8c-docs-entry__title"> Parse.ly’s Guide to Campaign Tracking</h1> <figure class="a8c-docs-block-figure"> </figure> </header>  <div class="a8c-docs-entry__content"> <p>Parse.ly Campaign Tracking is a tool for measuring and optimizing the performance of your digital marketing campaigns. Parse.ly provides detailed analytics that help you understand how your audience interacts with your campaigns, what content resonates the most, and where there are opportunities for improvement.</p> <h2 class="wp-block-heading" id="h-what-are-campaigns">What are campaigns?</h2> <p>A digital marketing campaign is a coordinated series of actions aimed at achieving a specific business goal, such as increasing brand awareness, generating leads, or driving sales. These campaigns can take various forms, including social media posts, email newsletters, paid advertisements, and content marketing efforts.</p> <p>Key characteristics of a successful digital marketing campaign include:</p> <ul class="wp-block-list"> <li><strong>Clear Objectives</strong>: Setting specific, measurable goals to guide direction and success metrics.</li> <li><strong>Targeted Audience</strong>: Identifying and understanding the target demographic.</li> <li><strong>Strategic Execution</strong>: Using the right mix of digital channels to reach and engage the audience.</li> <li><strong>Measurable Outcomes</strong>: Tracking performance through analytics to evaluate the campaign’s impact and inform future strategies.</li> </ul> <h2 class="wp-block-heading" id="h-campaign-parameters">Campaign parameters</h2> <p>Parse.ly tracks five categories of campaign parameters: Campaign, Medium, Source, Content, and Term</p> <h3 class="wp-block-heading" id="h-what-are-campaign-parameters">What are campaign parameters?</h3> <p>Let’s start with an example. If you click on an ad, the URL might look something like this:</p> <p><a href="https://www.parse.ly/?utm_campaign=launch-promotion&utm_medium=paid&utm_source=facebook.com&utm_content=fb_ad1">https://www.parse.ly/?utm_campaign=launch-promotion&utm_medium=paid&utm_source=facebook.com&utm_content=fb_ad1</a></p> <p>We look at the text that follows the “?”, i.e., the query string. The example contains multiple parameters. One of those parameters is “utm_campaign”. It has a value of “launch-promotion.” So, campaign parameters are codes that you add to the end of a URL to provide more detailed information about it.</p> <p>Think of each parameter as a question, and its value as an answer. </p> <figure class="wp-block-table"><table><thead><tr><th><b>Parameter</b></th><th><b>Question</b></th><th><b>Answer (Campaign value)</b></th></tr></thead><tbody><tr><td>campaign</td><td>Why is traffic going here?</td><td>fall-promotion, june-product-launch</td></tr><tr><td>medium</td><td>How did traffic get here? <br>Which marketing channel?</td><td>social, email, paid</td></tr><tr><td>source</td><td>Where did traffic come from?</td><td>facebook, whatsapp, newsletter</td></tr><tr><td>content</td><td>What did people click on to get here?</td><td>banner-ad, link-1, subscription-cta</td></tr><tr><td>term</td><td>What did people search for to get here?</td><td>dessert-recipes, running-shoes, data visualization</td></tr></tbody></table></figure> <h3 class="wp-block-heading" id="h-supported-parameters">Supported parameters</h3> <p>Parse.ly supports a variety of campaign parameters and recommends using <a href="https://en.wikipedia.org/wiki/UTM_parameters">UTM parameters</a> for external traffic and <a href="https://www.smashingmagazine.com/2017/08/tracking-internal-marketing-campaigns-google-analytics/">ITM parameters</a> for internal traffic. </p> <p>We’ve listed other supported parameters in the table, below. If you want us to track additional parameters, please contact <a href="mailto:support@parsely.com?subject=Campaign%20Parameter%20Request">Support</a>. We’ll consider supporting new parameters if we can map them to Campaign, Medium, Source, Content, or Term.</p> <figure class="wp-block-table"><table><tbody><tr><td><b>Category</b></td><td><b>Supported parameters</b></td></tr><tr><td>Campaign</td><td>utm_campaign<br>itm_campaign<br>mbid<br>utm_cid<br>cid<br>CID<br>pk_campaign<br>cmpid<br>WT.mc_id<br>c<br>c_id<br>campaign_id<br>campaign<br>mod<br>UCID</td></tr><tr><td>Medium</td><td>utm_medium<br>itm_medium<br>chl</td></tr><tr><td>Source</td><td>utm_source<br>itm_source<br>__source<br>_source<br>plt</td></tr><tr><td>Content</td><td>utm_content<br>itm_content<br>par<br>_mid<br>trkid<br>plc</td></tr><tr><td>Term</td><td>utm_term<br>itm_term<br>_ebid</td></tr></tbody></table></figure> <p>In the case of the Campaign category, Parse.ly will run through the list of supported parameters in order. Once we detect a parameter, we collect it and don’t collect data on any of the other parameters. For instance, if we detect utm_campaign, we won’t run through the rest of the list.</p> <h2 class="wp-block-heading" id="h-how-to-add-campaign-parameters">How to add campaign parameters</h2> <p>Parse.ly automatically tracks campaign parameters that you add to your urls. How you decide to add campaign parameters is up to you. Here are three common methods of adding these parameters:</p> <ol class="wp-block-list"> <li><strong>URL Builder Tools</strong>: One of the most common methods is using online URL builder tools like <a href="https://ga-dev-tools.google/campaign-url-builder/">Google’s Campaign URL Builder</a>. These tools provide a user-friendly interface where marketers can input the desired parameters (source, medium, campaign, etc.), and the tool generates the complete URL with the UTM parameters appended. </li> <li><strong>Marketing Automation Platforms</strong>: Many marketing automation and email marketing platforms (like <a href="https://www.hubspot.com/running-a-campaign-in-hubspot">HubSpot</a>, <a href="https://experienceleague.adobe.com/docs/marketo-measure/using/api-connections/utilizing-marketo-measures-api-connections/marketo-measure-parameters.html?lang=en">Marketo</a>, or <a href="https://mailchimp.com/resources/utm-medium-email/">Mailchimp</a>) have built-in features to automatically append UTM parameters to URLs in emails or campaign-related materials. </li> <li><strong>Spreadsheet Templates</strong>: We’ve created a URL builder in Google Sheets to automate some of the process. <a href="https://docs.google.com/spreadsheets/d/1-OdtFXj2c33Dl6wj_6xtP_UrUxhxG-zcjL4QhUXxJo8/edit#gid=0">Make a copy of the spreadsheet</a> and give it a try. </li> </ol> <p>Regardless of your implementation method, we will automatically track all properly formatted campaigns. This includes properly-formatted campaigns that you process through a link shortener such as <a href="https://bitly.com/">bit.ly</a>, <a href="https://tinyurl.com/app">TinyURL</a>, or <a href="http://Short.io">Short.io</a>.</p> <h3 class="wp-block-heading" id="h-typical-query-string-structure">Typical query string structure</h3> <p>It’s rare to see a URL with just one parameter. In practice, you’ll append multiple parameters to a URL to gather as much information about the URL as you need. Here’s how you might tag a newsletter URL that links to a blog post about video analytics:</p> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"> <pre class="wp-block-verse">https://www.parse.ly/?utm_campaign=video-analytics&utm_medium=email&utm_source=daily-newsletter&utm_content=13785</pre> </blockquote> <p>You’ll notice there are some symbols used to tie the parameters together into a query string:</p> <ul class="wp-block-list"> <li><code>?</code> attaches the query string to the URL: <a href="https://www.parse.ly/">https://www.parse.ly/</a> <strong>?</strong> utm_campaign=video-analytics</li> <li><code>=</code> assigns a value to a parameter: ?utm_campaign<strong>=</strong>video-analytics</li> <li><code>&</code> attaches one parameter to another: &utm_medium=email<strong>&</strong>utm_source=daily-newsletter</li> <li><code>_</code> is used in lieu of a space in parameters: ?utm<strong>_</strong>campaign=video-analytics</li> <li><code>–</code> is used in lieu of a space in values: &utm_source=daily<strong>–</strong>newsletter</li> <li>There are <strong>no spaces</strong>. Use <code>_</code> for parameters and <code>–</code> for values.</li> </ul> <h3 class="wp-block-heading" id="h-simplifying-campaign-parameters-in-parse-ly"><strong>Simplifying Campaign Parameters in Parse.ly</strong></h3> <p>It’s common to track various aspects of a campaign using a single parameter in the URL. For instance, a URL might include a parameter like <code>?cid=campaign_name-source-medium</code>, which combines the campaign name, source, and medium into one.</p> <p>However, Parse.ly recommends separating these pieces of information into individual parameters. This separation allows for clearer and more detailed tracking of each aspect of your campaign. By using <a href="https://docs.parse.ly/dynamic-tracking/">dynamic pageview tracking</a>, Parse.ly can track each element (campaign name, source, and medium) separately, providing more granular and useful data about your campaign’s performance. Here’s a sample implementation:</p> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-js">// Functions to retrieve campaign, source, and medium from 'cid' var campaign = getCampaignFromCid(cid); var source = getSourceFromCid(cid); var medium = getMediumFromCid(cid); // Use PARSELY.$.param to dynamically create a query string var params = PARSELY.$.param({ utm_campaign: campaign, utm_medium: medium, utm_source: source }); // Check if the current URL already contains a query string var currentUrl = document.location.href; var separator = currentUrl.indexOf("?") === -1 ? "?" : "&"; // Append the parameters to the URL with the correct separator var finalUrl = currentUrl + separator + params; // Track the page view with the final URL PARSELY.beacon.trackPageView({ url: finalUrl });</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">// Functions to retrieve campaign, source, and medium from 'cid' var campaign = getCampaignFromCid(cid); var source = getSourceFromCid(cid); var medium = getMediumFromCid(cid); // Use PARSELY.$.param to dynamically create a query string var params = PARSELY.$.param({ utm_campaign: campaign, utm_medium: medium, utm_source: source }); // Check if the current URL already contains a query string var currentUrl = document.location.href; var separator = currentUrl.indexOf("?") === -1 ? "?" : "&"; // Append the parameters to the URL with the correct separator var finalUrl = currentUrl + separator + params; // Track the page view with the final URL PARSELY.beacon.trackPageView({ url: finalUrl });</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <h2 class="wp-block-heading" id="h-planning-your-campaigns">Planning your campaigns</h2> <h3 class="wp-block-heading" id="h-tips-for-naming-campaign-values">Tips for naming campaign values</h3> <h4 class="wp-block-heading"><strong>Use lowercase</strong></h4> <p>Campaign values are case-sensitive. You may prevent errors by using lowercase.</p> <h4 class="wp-block-heading"><strong>Be consistent</strong></h4> <p>If you tag URLs from Twitter with “utm_source=twitter” and your coworker tags URLs from Twitter with “utm_source=twitter.com,” those campaign values will show up in the Parse.ly dashboard as two separate sources. The same goes for “twitter” and “Twitter.”</p> <p>You’ll need to get your team on the same page to avoid mislabeled parameters. Two types of documents can help your team stay organized:</p> <ul class="wp-block-list"> <li><strong>Campaign URLs Tracking Doc:</strong> A spreadsheet where your team can paste all the URLs they’ve tagged with campaign parameters.</li> <li><strong>Campaign Definitions Doc:</strong> A spreadsheet with columns for the parameter value, what it means, and when to use it.</li> </ul> <h4 class="wp-block-heading"><strong>If you make a mistake, fix it with a campaign group</strong></h4> <p>You can <a href="https://docs.parse.ly/campaign-groups/">create a group</a> of multiple campaign values. This allows you to attribute traffic properly by putting any misspelled or mislabeled values under one umbrella.</p> <h2 class="wp-block-heading" id="h-tracking-campaign-metrics-in-your-parse-ly-dashboard">Tracking campaign metrics in your Parse.ly Dashboard</h2> <p>You can find your campaign data in Parse.ly <a href="https://dash.parsely.com/to/using-campaign-metrics/">here</a> or by opening your <a href="https://docs.parse.ly/dashboard/">Dashboard</a> and finding the Campaigns tab in the <a href="https://docs.parse.ly/nav-bar/">Nav bar</a>. Learn more about how to use the information found in the Campaigns tab <a href="https://docs.parse.ly/using-campaign-metrics/">here</a>.</p> <figure class="wp-block-image"><img decoding="async" src="https://docs.parse.ly/wp-content/uploads/sites/5/2022/07/api-top-10-endpoint/-campaigns-parameter-types.png" alt="Parse.ly Dashboard open to the Campaigns tab to enable campaign tracking." /></figure> <h2 class="wp-block-heading" id="h-further-reading">Further Reading</h2> <ul class="wp-block-list"> <li><a href="https://docs.parse.ly/campaign-groups/">Campaign Groups</a></li> <li><a href="https://docs.parse.ly/using-campaign-metrics/">Using Campaigns in Parse.ly Dashboard</a></li> </ul> </div>  <p class='a8c-docs-last-updated-text'>Last updated: January 29, 2025</p> </article>  </main> <footer class="a8c-docs-layout__main__content__footer"> <hr /> <p class="has-text-align-center a8c-docs-gutter-bottom-none font-small"> Documentation is licensed under a </p> <p class="has-text-align-center font-small"> <a href="https://creativecommons.org/licenses/by-sa/4.0/"> Creative Commons Attribution-ShareAlike 4.0 International License </a> </p> <div class="a8c-docs-automattic-block"> <p> <a href="https://automattic.com/"> An <span class="screen-reader-text">Automattic</span><svg class="svg-icon svg-icon-automattic" aria-hidden="true" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 200 15.4"><path d="M72.5 15.4c-5.1 0-8.4-3.7-8.4-7.5v-.4c0-3.9 3.3-7.5 8.4-7.5 5.1 0 8.4 3.6 8.4 7.5V8c0 3.8-3.3 7.4-8.4 7.4zm5.7-7.9c0-2.8-2-5.3-5.7-5.3s-5.7 2.5-5.7 5.3v.3c0 2.8 2 5.3 5.7 5.3s5.7-2.5 5.7-5.3v-.3z" fill="#3298CB"/><path d="M15 14.9l-1.9-3.6H4.7l-1.8 3.6H0L7.8.5H10l7.9 14.4H15zM8.8 3.3l-3.1 6h6.4l-3.3-6zm21.4 12.1c-5.2 0-7.6-2.8-7.6-6.5V.5h2.7V9c0 2.7 1.7 4.2 5.1 4.2 3.4 0 4.8-1.6 4.8-4.2V.5h2.7v8.4c0 3.6-2.3 6.5-7.7 6.5zM52.9 2.8v12.1h-2.7V2.8h-6.3V.5h15.3v2.2h-6.3zM105 14.9V3.5l-.7 1.3-6 10.1H97L91 4.8l-.7-1.3v11.4h-2.6V.5h3.7l5.7 9.9.7 1.2.7-1.2 5.6-9.9h3.7v14.4H105zm23.1 0l-1.9-3.6h-8.4l-1.8 3.6h-3L120.8.5h2.2l7.9 14.4h-2.8zm-6.2-11.6l-3.1 6h6.4l-3.3-6zm19.9-.5v12.1h-2.7V2.8h-6.3V.5h15.3v2.2h-6.3zm19.8 0v12.1h-2.7V2.8h-6.3V.5h15.3v2.2h-6.3zm12.9 12.1v-13c1.1 0 1.5-.6 1.5-1.4h1.1v14.4h-2.6zm23.8-10.3c-1.3-1.2-3.2-2.3-5.8-2.3-3.8 0-6 2.6-6 5.4V8c0 2.7 2.2 5.3 6.2 5.3 2.4 0 4.4-1.1 5.6-2.3l1.6 1.7c-1.6 1.6-4.3 2.9-7.4 2.9-5.4 0-8.7-3.5-8.7-7.4v-.6c0-3.9 3.6-7.6 8.9-7.6 3 0 5.8 1.3 7.3 2.9l-1.7 1.7zM74.3 5c.5.3.6 1 .3 1.5l-2.5 3.8c-.3.5-1 .6-1.5.3s-.6-1-.3-1.5l2.5-3.8c.4-.5 1-.6 1.5-.3z"/></svg> Creation </a> </p> </div>  </footer>  </div>  <div class="a8c-docs-layout__main__content__secondary"> <nav id="docs-toc-nav" class="a8c-docs-table-of-contents__sticky" aria-label="Table of Contents"> </nav> </div>  </div>  </div>  </div>  </div>  </div>   <script defer id="bilmur" data-provider="vip" data-service="k8s-a8c" src="https://s0.wp.com/wp-content/js/bilmur.min.js?m=202514"></script> <script type="text/javascript" src="https://docs.parse.ly/wp-content/themes/a8c-docs/assets/build/main.js?m=1743116159g" ></script><script type="text/javascript" id="jetpack-stats-js-before"> /* <![CDATA[ */ _stq = window._stq || []; _stq.push([ "view", JSON.parse("{\"v\":\"ext\",\"blog\":\"209021633\",\"post\":\"1872\",\"tz\":\"0\",\"srv\":\"docs.parse.ly\",\"hp\":\"vip\",\"j\":\"1:14.4.1\"}") ]); _stq.push([ "clickTrackerInit", "209021633", "1872" ]); /* ]]> */ </script> <script type="text/javascript" src="https://stats.wp.com/e-202514.js" id="jetpack-stats-js" defer="defer" data-wp-strategy="defer"></script> </body> </html>