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This change represents a significant overhaul to how we report marketing parameters to clients. We are making enhancements to the available UTM parameters in our acquisition reports, and enhancing our marketing channel attribution models in our applications reports.
Historically, we've populated application UTM parameters with any of the following sources:
- Query parameters from the MANTL Pixel at the time the application was created
- Query parameters from a MANTL pixel data from a subsequent application page view
- UTM parameters from Heap on the first application page view
This is confusing since these different sources have been used interchangeably without distinction or labeling. To clarify marketing attribution sources, we are adding two additional groups of UTM parameters to our acquisition report. The additional sets will be:
- "First Touch" (__first_touch): Query parameters captured on the earliest recorded touch a user had on the financial institution's website.
- "Application Start" (__app_start): The query parameters available in the session a user starts an application
- "Application Submit" (__app_submit): The query parameters available in the session a user submits the application.
The update to our marketing channel attribution model will more accurately label organic and paid search traffic as well as direct traffic. The logic is based on the Google Analytics definition of marketing channel, for more information you can find their channel definitions here.
For best results with the marketing channel field, we recommend the following best practices:
- UTM Source: This parameter identifies the source of your traffic, such as a search engine (e.g., Google), a newsletter (e.g., Newsletter), affiliate site (e.g. Bankrate) or a social network (e.g., Facebook). Example: utm_source=bankrate.
- UTM Medium: Keep values general such as organic, paid search (cpc if preferable), email, or social. Example: utm_medium=cpc
- UTM Campaign: This parameter is used to identify a specific campaign or promotion. It can help differentiate between various marketing campaigns. Example: utm_campaign=brand_awareness_01012024
- UTM Term: This is used for paid search to track the specific keywords that brought visitors to your site. Example: utm_term=high+yield+savings
- UTM Content: This parameter is used to differentiate similar content or links within the same ad. It’s useful for A/B testing and content-targeted ads. Example: utm_content= ad_variation_1
Schema Change:
Acquisition reports (Console, Direct SQL Enhanced, Direct SQL Legacy, Data Export Pro):
Removed Fields:
- utm_source
- utm_campaign
- utm_medium
- utm_content
- utm_term
- query_params
New Fields:
- utm_source__first_touch
- utm_medium__first_touch
- utm_campaign__first_touch
- utm_content__first_touch
- utm_term__first_touch
- marketing_channel__first_touch
- utm_source__app_start
- utm_medium__app_start
- utm_campaign__app_start
- utm_content__app_start
- utm_term__app_start
- marketing_channel__app_start
- utm_source__app_submit
- utm_medium__app_submit
- utm_campaign__app_submit
- utm_content__app_submit
- utm_term__app_submit
- marketing_channel__app_submit
- query_params__first_touch
- query_params__app_start
- query_params__app_submit
Consumer Applications Reports (Console, Direct SQL, Data Export Pro):
New Fields:
- marketing_channel__first_touch
- marketing_channel__app_start
- marketing_channel__app_submit
Business Applications Reports (Console, Direct SQL, Data Export Pro):
New Fields:
- marketing_channel__first_touch
- marketing_channel__app_start
- marketing_channel__app_submit
Legacy Applications Report (Direct-SQL):
Removed Fields:
- marketing_campaign
- marketing_medium
- marketing_keyword
- marketing_content
Added Fields:
- utm_source__first_touch
- utm_medium__first_touch
- utm_campaign__first_touch
- utm_content__first_touch
- utm_term__first_touch
- marketing_channel__first_touch
- utm_source__app_start
- utm_medium__app_start
- utm_campaign__app_start
- utm_content__app_start
- utm_term__app_start
- marketing_channel__app_start
- utm_source__app_submit
- utm_medium__app_submit
- utm_campaign__app_submit
- utm_content__app_submit
- utm_term__app_submit
- marketing_channel__app_submit
This will be released to Production 6/25 |