# Tracking Marketing (UTM Params)

**Purpose of UTM Parameters**

UTM parameters are a means for tracking the effectiveness of marketing that sends users to our app, helping us understand which campaigns drive the most value. Only by consistently using UTMs can we optimize marketing language/narrative, understand our own most effective value props, and learn about our room for growth.

#### UTM Parameter Conventions

{% hint style="info" %}
When creating UTMs, we try to always use kebab-case when possible.
{% endhint %}

Each UTM parameter serves a specific purpose in tracking. Here are the conventions to follow:

* **Source (`utm_source`)**: Indicates *who* provided the link.
  * **Example:** The partner’s name, like `utm_source=partner-name`.
  * **Note:** If the link is copied from within the quote widget embedded on a partner’s platform, set the source to `authentic`.
* **Medium (`utm_medium`)**: Indicates *where* the link is placed.
  * **Example Values:** `email`, `quote-page`, `widget-modal`, `app`, `banner`, `sms`, `onboarding`.
  * Use descriptive values that specify where the link was located within the partner’s platform.
* **Campaign (`utm_campaign`)**: Indicates *why* the content was created or its broader purpose.
  * **Example Values:** `gtm_start`, `ga-rollout`, `renewal-targetting`, `instant-estimate-rollout`
  * Use values that link back to specific GTM initiatives or product rollouts.
* **Content (`utm_content`)**: Describes *what* the specific content is.
  * **Example:** A brief description of the specific content, along with any identifiers. For example, `mloc-launch1` ,`fitness-customer-story` ,`get-refunded` for multi-location launches.
  * Use values that provide granular tracking for each piece of content.

#### Example UTM Links

Below are examples of UTM-tagged URLs to show how these conventions apply:

1. **General Launch Email Campaigns -> Application Funnel**

{% code overflow="wrap" %}

```html
https://mindbody.prod.authenticinsurance.com/apply?utm_source=mindbody&utm_medium=email&utm_campaign=gtm_start&utm_content=mloc-launch1
```

{% endcode %}

2. Email Campaign -> Instant Estimates

```html
https://zenplanner.prod.authenticinsurance.com/estimate?
utm_source=Zenplanner&utm_medium=nav&utm_campaign=gtm_start&utm_content=zpleftnav
```

3. In-app Banner -> Manage Policy

```
https://pushpress.prod.authenticinsurance.com/policy?
utm_source=pushpress&utm_medium=nav&utm_content=ppleftnav
```

More Resources on UTMs

{% embed url="<https://blog.hubspot.com/marketing/what-are-utm-tracking-codes-ht>" %}

**Embedded Widget UTM Parameters**

Partners can add UTM parameters directly to the embedded widget. We strongly recommend this in order to evaluate widget performance. More information can be found [here](https://authentic.gitbook.io/authentic-docs/embedding-insurance/add-insurance-to-your-platform/embed-our-widget).