Track conversions and clicks with UTM parameters

Filter your customers according to their UTM specifications, so you can track their product purchase journey.

Easily keep track of the advertising campaigns your customers are converting from. Workevo automatically tracks five standard UTM parameters so you can.

  • See where users sign up for your product the most.

  • Increase subscriptions from your advertising campaigns.

  • Send automatically targeted messages to registered users from specific sources (e.g., Google ads).

  • Measure the ROI of your advertising campaigns by comparing the revenue generated by the campaign with the campaign costs.

  • Automatically send your leads to Workevo.

Note: Workevo only stores the most recent UTM data of your potential customers. If your prospect is engaged with multiple advertising campaigns, Workevo will only display UTM data from the most recent campaign.

What is the UTM specification?

Your UTM parameters are pieces of information in a URL that identify potential customers of the site, the type of channel they have subscribed to (the media), and the advertising campaign they have linked to. Here are the UTM parameters:

  • utm_campaign

  • utm_source

  • utm_medium

  • utm_term

  • utm_content

Best practices for using UTM data in Workevo

Once you have set your UTM parameters in Workevo, you can see where your new subscription is coming and send them targeted messages. Here, the method:

Best practices for using UTM data in Workevo

Once you have set your UTM parameters in Workevo, you can see where your new subscription is coming and send them targeted messages. Here, the method:

1. See where users sign up for your product the most.

It easily detects trends in the way specific groups of users subscribe to your product. For example, your most engaged users may come from a specific source, like Google Search ads. In Workevo, simply filter your users by your UTM parameters (in this example, utm_source = google).

You can also see where your least engaged users are coming from and investigate why they're not engaged in your product.

2. Send automatically targeted messages to the new subscription.

Did you just run a successful ad campaign? You can identify subscriptions from that campaign in Workevo and send them customized auto-messages.

Or, you can run an ad campaign to advertise ebooks to two different groups of users (for example, marketers and product managers). If you use UTM parameters to pass audience information, you can filter your downloaded objects into two separate groups - in this case, marketers and product managers. You can then create highly relevant smart campaigns that fit each group.

For example, you can import all registered people through a specific Google ad into a smart campaign in Workevo. Then, create a series of automated messages that match the messages on the page they have converted from. So if you are introducing a certain feature in your Google ads, the messages in your smart campaign will reinforce it.

With more visibility on the user's touchpoints, you'll write better messages that fit their experience.

3. Increase conversions on your advertising campaigns.

With the UTM parameters in Workevo, you get a clear picture of how your advertising campaigns are operating. Just filter your leads or users by an automation, source, or any other parameter you're using, seeing how users interact with your product.

For example, imagine you are running an ongoing advertising campaign. But you can see in Workevo that users from that campaign are very likely to use your product and become paying customers. With this data, you will make better decisions about which campaigns perform best and not just based on the initial volume and ad clicks.

4. Measure ROI on your advertising campaigns.

If you measure the revenue generated by customers from a particular campaign, compared to the cost of that campaign, you can measure the overall ROI of the campaign. You should also compare revenue from multiple advertising campaigns to see which campaign gets the most customers, with the most effective rate.

5. Automatically send your prospect's UTM data to Workevo.

If you use our Workevo integration, you can easily map your UTM parameters to the fields in Workevo. For example, you can map your 'UTM source' to the 'Source' field in Workevo. Then, your lead source will automatically update in Workevo when they are assigned a source in Workevo. Your sales teammates will then be able to see the most recent source your potential customers have come from, so they have more context on how to nurture them best.

6. Write better help content with search data

If you send Google Search keyword data to Workevo via UTM parameters, you can even see what keywords new subscribers are searching for when they visit your site. For example, you may find that many of your users are searching for your site by searching for specific questions. You can use this information to write relevant help articles that address your users' problems.

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