TalkBox’s latest feature, UTM Tracking Parameters, helps you better understand the behaviour of your email communications.
Buttons, images, links in text, above the header, below the voucher….
All of the questions about the most effective links in your communications can be answered when you add UTM Tracking Parameters to your emails.
Why does this matter?
- If you are a Google Analytics user, all of your social media, search ads and email traffic will now form part of standard reports. This will help you understand the impact of your marketing efforts across different channels
- You can answer the question of whether your Birthday campaign created function enquiries or last-minute emails filled the last tables for Mother’s Day
- Connect the dots about which members are ordering online, making bookings or buying gift cards from your website.
What are the UTM Parameters that can be tracked?
These parameters are industry-standard and will automatically map to the Session source/medium/campaign dimensions in GA4.
Within each communication, you can select to track
- Utm_source – the specific platform driving the traffic (TalkBox)
- Utm_medium – categorises traffic within the ‘email’ default channel group
- Utm_campaign – groups all traffic associated with a specific marketing communication
- Utm_content – used for testing different CTAs or link placements within the same email
- Utm_term – used to track specific offer codes or segment-specific keywords
In addition, TalkBox has available parameters that are unique to TalkBox and are a persistent ID that links a web session back to a specific contact in your database. These are Encrypted IDs ensuring security whilst maintaining data integrity across platforms.
The TalkBox relevant IDs are
- The TalkBox contact ID
- The TalkBox recipient ID
- The TalkBox promotion ID.
What Next?
If you are a Google Analytics user
- Register the TalkBox custom dimensions. This will allow them to be searchable in GA4
- Adding the correct level of detail – Use the Communication Settings tab to set global defaults for utm_source and utm_medium to ensure data cleanliness. Use the individual link editor to override or append to utm_content for specific button-level tracking
- Data Partner Sync: If you use a third-party POS or booking system, ensure they are configured to “capture” these URL parameters upon landing. This “closes the loop” by passing the tb_contact_id directly into your transaction records.
Need help? Contact us at support@impactdata.com.au
