Comprehensive Guide to Using UTM Parameters in Adobe Analytics

Tracking campaign performance is crucial for data-driven decision-making. In Adobe Analytics, UTM parameters enable precise tracking of campaign attributes like source, medium, and campaign name. This guide explains how to set up UTM tracking, configure classification rules, and test your setup to ensure seamless reporting.

1. Understanding UTM Parameters in Adobe Analytics

UTM (Urchin Tracking Module) parameters are tags appended to URLs to track traffic sources and campaign performance. Common UTM parameters include:

• utm_source (e.g., Google, Facebook)

• utm_medium (e.g., email, CPC)

• utm_campaign (e.g., summer_sale)

• utm_content (e.g., banner, footer)

• utm_term (e.g., keywords for PPC)

Adobe Analytics captures UTM values and combines them into a single campaign variable for streamlined reporting.

2. Setting Up Tracking Code in Adobe Analytics

To capture UTM parameters, use the following code snippet:

s.usePlugins = true;  
s.doPlugins = function (s) {  
  if (s.Util.getQueryParam('utm_medium')) {  
    s.campaign = s.Util.getQueryParam('utm_medium') + ":" +  
                 s.Util.getQueryParam('utm_source') + ":" +  
                 s.Util.getQueryParam('utm_campaign') + ":" +  
                 s.Util.getQueryParam('utm_content') + ":" +  
                 s.Util.getQueryParam('utm_term');  
  }  
  s.campaign = s.getValOnce(s.campaign, 's_campaign', 0);  
};  

This code:

• Extracts UTM parameters using getQueryParam.

• Concatenates them into a single string (e.g., email:Google:spring_sale:header:discount).

• Ensures deduplication with getValOnce.

3. Configuring Classifications in Adobe Analytics

Step 1: Define Classifications

In Adobe Analytics, navigate to Admin > Report Suites > Classifications. Add classifications like Source, Medium, Campaign, Content, and Term to the Campaign variable.

Step 2: Use Classification Rule Builder

The Classification Rule Builder automates the mapping of UTM values. Use a regex pattern to split the concatenated UTM string into individual classifications.

Regex Example:

^(.+)\:(.+)\:(.+)\:(.+)\:(.+)$  

Sample Value:
search:google:christmas:article:gifts

This regex splits the value into:

• Source: search

• Medium: google

• Campaign: christmas

• Content: article

• Term: gifts

4. Handling Missing UTM Fields

If UTM fields are missing, modify the regex to allow empty fields:

^(.*)\:(.*)\:(.*)\:(.*)\:(.*)$  

This ensures robust data capture even if some parameters are omitted.

5. Testing Your Configuration

Use tools like Rubular to test your regex patterns. Input sample UTM values to ensure proper splitting into classifications.

6. Visualizing Results in Adobe Analytics

After configuring UTM tracking and classifications:

1. Access the Campaign report in Adobe Analytics.

2. Drill down into classifications to analyze traffic by Source, Medium, Campaign, etc.

3. Leverage the data to optimize marketing strategies.

Example Output:

7. Best Practices

1. Consistency: Standardize UTM naming conventions across campaigns.

2. Testing: Validate regex patterns with sample data before implementation.

3. Documentation: Maintain a record of classification rules for future reference.

4. Integration: Combine UTM data with Adobe Experience Cloud for cross-platform insights.

Additional Resources

• Adobe Introduces New Campaign Tracking Code Generator Tool: Boost Your Campaign Performance with Ease

• Guide to Using UTM Parameters in Adobe Analytics

• Adobe Docs: Classification Rule Builder

• Regex Testing Tool – Rubular

By following these steps, you can unlock the power of UTM parameters in Adobe Analytics, ensuring precise tracking and actionable insights for your marketing campaigns.