Sometimes we are asked the question like the one below:
I want to know if it’s possible to send
utm_params using pixel. In normal clicks,
utm_params get parsed automatically. I was wondering if that could be achieved with pixel as well.
That is possible indeed. The
utm_ parameters need to be passed on the querystring of the page URL. So you would need to set the
url parameter on the pixel. It could be set to a dummy value e.g.
and make sure the querystring on that is url encoded i.e.
You could use this online tool for the task.
Campaign tracking with Snowplow
Snowplow uses the same query parameters used by Google Analytics. Those parameters are:
utm_source- Identify the advertiser driving traffic to your site e.g. Google, Facebook, autumn-newsletter etc.
utm_medium- The advertising / marketing medium e.g. cpc, banner, email newsletter, in-app ad, cpa
utm_campaign- This can be a descriptive name or a number / string that is then looked up against a campaign table as part of the analysis
utm_term- Used for search marketing in particular, this field is used to identify the search terms that triggered the ad being displayed in the search results.
utm_content- Used either to differentiate similar content or two links in the same ad. (So that it is possible to identify which is generating more traffic.)
Putting it all together
Here’s a summary what is required to send the
utm_ parameters using pixel:
- An event to be attached with the pixel tag
utm_parameters of our interest
- The encoded (dummy)
utm_parameters as querystring
<!--Snowplow start plowing--> <img src="http://collector.snplow.com/i?&e=pv&url%3Dhttp%3A%2F%2Fdummy-url%3Futm_source%3DFacebook%26utm_medium%3Dbanner%26utm_campaign%3DFall%20sale"/> <!--Snowplow stop plowing-->
The above tag could be embedded into emails sent out as part of the marketing campaign. Note that I used
- our Clojure collector’s pixel as the endpoint
utm_parameters descibing the campaign, namely:
When the email is opened the pixel will be fetched and the event recorded with all the