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The Quick & Reliable Way to Pass UTM Parameters to Next Page - Firebrand

UTM parameters (Urchin Tracking Module parameters) are an essential and beloved tool in any digital marketer’s belt. These little tags added to the end of URLs – for inbound links, not internal website links – are used for tracking and analyzing the performance of marketing campaigns by providing more detailed insights into how users find and interact with content. This allows marketers to analyze the performance of campaigns with better precision to make data-driven decisions and optimize efforts.

UTM parameters allow more granular segmentation of data and are even more crucial when used for paid media campaigns to help batch analyze paid channels holistically, by platform, campaign, ad group, and even individual ad. When used in conjunction with HubSpot and/or Salesforce, they become even more powerful for being able to attribute leads, deals, and revenue back to campaigns unlocking reporting on both ROAS and ROI for executives.

Except there is one massive problem. It’s called the rogue referral issue in Google Analytics or more generally, UTM parameters don’t pass from one page to another. When a user lands on your landing page via a URL with UTM tracking on it and then converts on a form on that same page, your attribution in Google Analytics (GA4) and within the new contacts properties in HubSpot will include the correct UTM information (utm\_source, utm\_medium, utm\_campaign etc.). However, if a user lands on your landing page via a URL with UTM tracking but then navigates away from that page, the UTM tracking drops off of the URL. This creates a scenario where a new session is started on that second page in Google Analytics and attributed incorrectly to Organic Search, so if that user then went on to convert on a form, Organic Search would get the credit and not the source/medium inputted into your UTM tagged URL. This issue also means that if you are running paid ads and a user navigates away from the landing page and converts, your ads are not getting credit for those conversions.

Read on to learn how to quickly and reliably pass UTM parameters to next page beyond the landing page a user arrives at on your website and keep the UTMs for every page that user visits in that same session.

Original source: https://www.firebrand.marketing/2024/07/quick-and-reliable-way-to-pass-utm-parameters-to-next-page

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