Landing Page URL and UTM Parameters

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Overview

A landing page URL is the URL that a user will arrive at upon clicking on your ad. The URL should leverage unique "UTM parameters" to track the progress of your campaign. UTM (Urchin Tracking Module) parameters are the format used by Google to track your unique URLs. They are added to the end of your landing page URL.

Example

Here is an example of a landing page URL that includes a UTM parameter added to the end of the URL.

http://www.acme.com/product_page/?utm_source=google

When running multiple online marketing campaigns, it is likely you will have multiple vendors and various pieces of content driving traffic to your website. If you are driving several sources of traffic (such as search, ad words, Demandbase, or Google) to the same landing page, it is difficult to determine which campaign is more effective in driving target accounts. Using UTM parameters solves this issue.

UTM Parameters Used with Demandbase Ads

There are 3 UTM parameters you will include in your Demandbase ad campaign landing page URL:

  • utm_source
  • utm_medium
  • utm_campaign

utm_source

This parameter identifies where the traffic to your landing page is coming from -- for example the name of the vendor (such as demandbase).

utm_medium

This parameter is used to describe the specific element -- for example the banner placements or size (such as 160x600).

utm_campaign

This parameter refers to the overall campaign you are running (such as ProductA_Launch)

Example

Here is an example of a landing page URL used in a Demandbdase ad campaign that includes all three of these UTM parameters.

https://www.acme.com/product_page/?utm_source=demandbase&utm_medium=160x600&utm_campaign=ProductA_Launch

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