Integrating referrer and Google Analytics UTM parameters with E-goi

In this article

 

Referrer and UTM parameters are key to find out which traffic sources bring in top-converting leads across your marketing campaigns.

 

 

What is the referrer?

Whenever someone clicks a link and lands on a site or webpage, their browser stores which page they came from. This is known as referrer and is key to understanding your site traffic.

Example: A visitor is browsing "bignews.com", which includes a link to your "mycompany.com" site. The visitors clicks this link and lands on your site. The referrer is "bignews.com", as that's where the person came from.

 

 

What are UTM parameters?

UTM parameters (Urchin Tracking Module) are small code snippets from Google that can be added to a link to tag it as a traffic source. They are essential for measuring the performance of your marketing campaigns in Google Analytics.

There are five main parameters:

  • utm_source (source): identifies where traffic is coming from.
  • utm_medium (medium): specifies the type of traffic (e.g., organic, paid, email, social, etc.).
  • utm_campaign (campaign): indicates the individual campaign that generated traffic from the link.
  • utm_term (term): tracks keywords in paid search campaigns, such as Google Adwords (optional).
  • utm_content (content): useful to split-test ad or link variations in the same campaign (optional).
Example: The link to a Black Friday discount on your site is "mycompany.com/promobf". The same link with UTM parameters might be "mycompany.com/promobf?utm_source=promopage&utm_medium=web&utm_campaign=blackfriday", where Google Analytics will see the source of visits as "promopage", traffic type as "web", and campaign as "blackfriday".

Google has a tool to help you generate UTM links.

E-goi makes this even easier, as you don't need to generate UTM-ready links. Our Integrate with Google Analytics option (available, for example, when creating sign-up pages, opt-in forms, or email campaigns) passes any UTM parameters you need straight into Google Analytics.

 

 

Use cases

  • Your company was featured in an online newspaper, which links to your site. Referrer lets you know how many people got to your site straight from the news piece.
  • You'll be sending an email campaign to your customers. By adding UTM parameters to your email links (e.g., "utm_source=email"), you can silo in traffic from this email in Google Analytics.
  • You've got two promos in your site - Black Friday and Xmas, each with its own signup page. UTM parameters allow you to compare conversion for each campaign in Analytics.

 

 

Requirements

 

 

Costs

Per-contact referrer and UTM data and segmenting, plus Google Analytics integration, are available for any E-goi account.

However, some of the features including this (eg. pop-up forms) may only be used in certain E-goi plans.

 

 

Before you begin

 

E-goi features supporting referrer

Important! In some rare instances, E-goi may not be sent referrer info (eg. if the contact changed their browser settings so as not to relay any referrer data).

 

 

E-goi features supporting Google Analytics

 

 

Step-by-step

 

UTM in email campaigns

1) Create an email campaign in E-goi or edit an existing one.

2) In the Options step, go to Integration and tracking settings and click Integrate with Google Analytics.

 

3) Enter the UTM parameters which will be passed over to Google Analytics when someone clicks through a link in your email.

E-goi autofills "utm_source" as "e-goi", "utm_medium" as "email", "utm_term" as the email subject line and "utm_campaign" as the contact list the email will be sent out to. This will make it easy to identify traffic from this email in your Google Analytics account.

 

 

Referrer and UTM in landing pages

1) Create a sign-up landing page in E-goi or edit an existing one. The page will inherit any UTM parameters you've already set in Google Analytics, but you can also set specific UTMs for it.

2) Go to the Options step, head over to More settings and click URL parameters.

3) Set the UTM parameters which will be sent over to Google Analytics when someone signs up on your page.

4) In addition, E-goi will also store your visitors' referrer info, ie. the domain of the webpage visitors clicked through to land on your page.

 

 

Referrer and UTM in sign-up or pop-up forms

1) Create a sign-up form or pop-up form or edit an existing one in E-goi. The form will inherit any UTM parameters you've already set in Google Analytics, but you can also set specific UTMs for it.

2) Go to the Behaviour step, head over to More settings and click URL parameters.

3) Set the UTM parameters which will be sent over to Google Analytics when someone signs up.

4) In addition, E-goi will also store your visitors' referrer info, ie. the domain of the webpage visitors clicked through to land on your form.

 

 

Referrer and UTM in on-site messages

1) Create an on-site message ou edite uma que já tenha no E-goi. The message will inherit any UTM parameters you've already set in Google Analytics, but you can also set specific UTMs for it.

2) Go to the Options step, head over to More settings and click URL parameters.

3) Set the UTM parameters which will be sent over to Google Analytics when someone sees the message.

4) In addition, E-goi will also store your visitors' referrer info, ie. the domain of the webpage visitors clicked through prior to seeing your message.

 

 

Referrer and UTM in Connected Sites

1) Enable E-goi's Connected Sites in your site.

2) From then on, any visits to your site will be tagged with UTM parameters. E-goi will also store your visitors' referrer info, ie. the domain of the webpage visitors clicked through to land on your site.

 

 

Viewing results by referrer and UTM

1) Head over to the report of your landing page, sign-up form, pop-up form or on-site message.

2) Under Results, choose either UTM or Referrer.

 

3) You'll see a results breakdown for each referrer or UTM parameter, which you can further drill down into visits, unique visits, clickthroughs, contacts or exit intents.

 

 

Segmenting by referrer or UTM

Important! Referrer and UTM data will only be saved in your contact list for contacts subscribing (or re-subscribing) using an E-goi landing page or sign-up form.

By referrer

1) Create a segment in your contact list.

2) Use the Referrer criteria and type in the domain you want to segment for.

3) You'll see any contacts whose referrer matches the domain you entered.

 

By UTM parameter

1) Crie um segmento na sua lista de contatos.

2) Use the UTM criteria, choose from one of the five UTMs and type in the UTM you want to segment for.

3) You'll see any contacts whose UTM matches the one you entered.

 

 

Frequently asked questions

 

Why should I use referrer and UTM parameters in my campaigns?

  • Track each traffic source in your campaigns and gauge which drives higher conversions.
  • Get valuable strategy and lead-to-conversion insights.
  • Finetune your campaigns and redirect your budget to where it counts.

 

 

Does E-goi store referrer and UTM data for each contact with no need for any previous setup?

Yes. As long as the contact subscribes using an E-goi landing page or sign-up form, their referrer and UTM data will be automatically stored in E-goi.