UTM Production Procedure

This procedure outlines the steps for generating, implementing, and managing Urchin Tracking Module (UTM) parameters to track the performance of digital marketing campaigns effectively.

Scope

Applicable to all marketing and analytics teams responsible for campaign tracking across digital platforms.

Responsibilities
The Project Manager assigns these tasks to AdOps team members within FreshDesk or Asana:

• Generate:  Create UTM parameters for campaigns.
• Implement:  Install UTMs in various marketing platforms.
• Report:  Ensure UTMs integrate correctly with analytics tools. Monitor and validate results. 

Procedure

Step 1: Define Campaign Details

1. Identify the campaign objective (e.g., brand awareness, lead generation, sales conversion).
2. Determine the platforms where the campaign will run (e.g., Email, Website, Display Network, Google Ads, Facebook, X, Instagram, Mobile Push, Web Push).
3. Define key attributes such as campaign name, source, medium, content, and term.

Step 2: Construct UTM Parameters

Use the following standard format:

https://example.com?utm_source=SOURCE&utm-medium=MEDIUM&utm-campaign=CAMPAIGN&utm-content=CONTENT&utm-term=TERM

UTM Parameter Breakdown

• utm_source: Identifies the traffic source
  • Broadcast, SCP, Salem News Channel, SRN (for email)
  • Facebook, X or Instagram (for social)
  • SWN or OO (for display)
  • Browser (for web pushes) (NOTE:  when using the Salem Media Group Mobile App Notification functionality, there is no need to add the source.  It is automatically added.)
• utm_medium: Specifies the marketing medium (e.g., cpc, email, social, push, display).
  • Email
  • Social
  • Push (NOTE:  when using the Salem Media Group Mobile App Notification functionality, there is no need to add the medium.  It is automatically added.)
  • Display-Standard
  • Display-Premium (Home Page Takeover and Sticky Footer)
• utm_campaign: Names the specific campaign 
  • Use department/station abbreviation
    • AE - Audience Engagement
    • CUL - Salem Cultivate
    • EM - Events & Marketing
    • NPD - National Program Development
    • Market name or Station call letters (only if a campaign is for a specific market or station)
  • Use campaign name abbreviation 
    • BBMayhem (Basketball Mayhem)
    • GGG (Gas & Groceries Giveaway)
    • Hope365 (Hope 365 ministry partner)
    • Pets (Pets Mini-survey)
    • BahamasTravel (Bahamas Travel quiz)
  • Use campaign type abbreviation
    • Acquire
    • Contest
    • Quiz
    • Survey
    • Sweeps
    • Travel
• utm_content: Differentiates versions of the same ad (optional).
• utm_term: Captures paid search keywords (optional).

Step 3: Generate UTM URLs

1. Use Google’s Campaign URL Builder:  https://ga-dev-tools.google/campaign-url-builder/
2. Verify consistency in naming conventions (lowercase, dashes instead of spaces).
3. Store UTMs in a shared document or tracking sheet for reference.

Step 4: Implement UTM-Tagged URLs

1. Replace standard URLs with UTM-tagged links in ads, emails, social media, and other placements.
2. Shorten URLs if needed using the Salem Bit.ly account
3. Test links to confirm proper redirection and tracking.

Step 5: Monitor & Validate Data

1. Check analytics platforms (e.g., Google Analytics) to confirm UTM traffic attribution.
2. Review traffic sources, conversion rates, and user engagement.
3. Adjust UTM strategies based on data insights to optimize performance.

Examples

O&O email for a Salem cruise

https://example.com?utm_source=broadcast&utm_medium=email&utm_campaign=em-patriots-cruise

• utm_source: broadcast
• utm_medium: email
• utm_campaign: em-patriots-cruise

Social media (Facebook) for an Audience Engagement Gas & Groceries Giveaway sweepstakes

https://example.com?utm_source=facebook&utm_medium=social&utm_campaign=ae-ggg-sweeps

• utm_source: facebook
• utm_medium: social
• utm_campaign: ae-ggg-sweeps

Browser push notification for a National Program Development Hope 365 Acquisition campaign

https://example.com?utm_source=browser&utm_medium=push&utm_campaign=npd-hope365-acquire

• utm_source: web
• utm_medium: push
• utm_campaign: npd-hope365-acquire

Premium Display for a Salem Cultivate Capitol Ministries Acquisition campaign

https://example.com?utm_source=oo&utm_medium=premium-display&utm_campaign=cul-capmin-acquire

• utm_source: OO
• utm_medium: premium_display
• utm_campaign: cul-capmin-acquire

Maintenance

• Conduct periodic audits to ensure consistency in UTM usage.
• Update UTM guidelines as necessary based on platform changes or business needs.
• Train teams on best practices for effective campaign tracking.

Updated: April 3, 2025 - !2:55 PM ET