How To Configure Google Analytics & UTM

UTM is a feature of the  Business and Agency plans, as well as custom plans with the Intermediate Analytics add-on.

Google Analytics UTM tracking codes allow you to track how people found your website. Here’s how to configure Google Analytics to work with your UTM parameters.

Configure Google Analytics for SmarterQueue UTMs

There are two things you should do in Google Analytics to ensure your reports are meaningful:

1. Make sure to ignore the “utm_sq” parameter that is added to Bitlinks.

If you have created several posts that link to a URL on your website (e.g. http://website.com/blog-post), and added Bitly click tracking for each post, SmarterQueue will generate a unique Bitlink for each post, and the destination of each Bitlink will be slightly different, because a different “utm_sq” parameter is added for each post.

When viewing all of your visited pages in Google Analytics, it may show a separate row for each unique URL, due to the different parameter added for each separate post:

http://website.com/blog-post?utm_sq=123 had 120 visitors
http://website.com/blog-post?utm_sq=456 had 95 visitors
http://website.com/blog-post?utm_sq=789 had 230 visitors

If you wish to group those separate rows into one row, so that you can measure all visitors to your base URL (http://website.com/blog-post), regardless of which unique post they came from, you can add a filter to tell Google Analytics to ignore the “utm_sq” query parameter:

The following article describes what filter settings to use:

https://www.lunametrics.com/blog/2015/04/17/strip-query-parameters-google-analytics/

2. Make sure all of your UTM parameters are lowercase
Since 25 March 2018, SmarterQueue creates all UTM parameters in lowercase (e.g. ?utm_source=myfacebookpage). Any links created before this date may still have UTM parameters with uppercase letters (e.g. ?utm_campaign=MyFacebookPage).

Google Analytics may report these as separate UTM parameters, which makes it harder to group all of your traffic sources. This may mean you have two rows in your UTM reports, one row showing traffic from “myfacebookpage”, and another row showing traffic from “MyFacebookPage”.

To make Google treat both variants as the same source, you can apply a filter which makes all UTM parameters lowercase.

You can use the filter settings described in this article:

https://www.lunametrics.com/blog/2015/12/10/basic-google-analytics-filters/#Lowercase%20Campaign%20Dimensions

Note: It may not be a good idea to add UTM parameters to links that you don’t own (i.e. you can’t view the Google Analytics for that domain). Occasionally, websites are not configured correctly to handle UTM parameters, so by adding them, you may actually break the link that you’re trying to share!

SmarterQueue provides analytics for all your posts, segmented by profile and category, so even if you share links to other people’s websites, you can see which category or profile got the most engagement.

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