Checkout tracking parameters (UTMs)

Checkout tracking parameters, also known as UTMs, are small code fragments added to your checkout URL, which function as digital trackers, allowing you to track from click to checkout.

With UTMs, you can gain valuable insights into your campaigns, allowing you to evaluate the effectiveness of your marketing strategies, identify channels that generate more sales, and optimize your efforts to achieve better results.

In Guru, you can configure UTM parameters, which are returned via webhook and Public API.

On this page:

• What parameters are and how they can be used

• What are UTM parameters

• How parameters are returned in Guru (webhook and Public API)

What parameters are and how to use them in checkout tracking

Checkout tracking parameters are values or information added to your checkout URL. They act as variables that can be adjusted to customize or control the functioning of something, and can be used in an internet search function, defining parameters such as keywords, language, and date to refine the results.

How UTM parameters are used in checkout tracking:

• Creating links with UTM parameters: When creating links for your campaigns, you add UTM parameters to the URL, such as:

  • utm_source: identifies the traffic source - (e.g.: Google, Facebook, email) - e.g. using Meta: utm_source={{campaign.id};};

  • utm_medium}: indicates the medium used - (e.g.: CPC, banner, email) - e.g. using Meta: utm_medium={{adset..id}};

  • utm_campaign}: names the specific campaign - (e.g.: summer_promotion, product_launch) - e.g. using Meta: utm_campaign={{campaign.name};

  • utm_content: differentiates ads or links within the same campaign - (e.g.: ad_1, ad_2) - e.g. using Meta: utm_content={{ad.id};

  • utm_term: keyword tracking in paid search campaigns.

• Click tracking: when a user clicks on a link with UTM parameters, this information is sent to your analytics tool (such as Google Analytics);

• Passing UTM parameters to checkout: upon reaching the checkout page, UTM parameters must be preserved in the URL or transmitted by other methods (such as cookies or hidden fields in forms) to ensure tracking continuity.

UTM parameters allow not only to customize and adapt system behavior but also to track the journey of your campaigns, offering valuable insights to optimize marketing campaigns and boost sales.

What are UTM parameters

UTM parameters are essential for effective checkout tracking in digital marketing campaigns, allowing you to track from a click on an ad or link to the completion of the checkout, providing valuable data on traffic origin and the performance of each marketing channel.

In Guru, the UTM parameters we look for are:

1. utm_source: identifies the traffic source, such as the website or platform the user came from - (e.g.: Google, Facebook, Newsletter);

2. utm_medium: specifies the marketing medium or channel used, such as CPC (cost per click), banner, email, social media, etc.;

3. utm_campaign: names the specific campaign to which the link belongs, allowing to group and analyze the results of different campaigns;

4. utm_content: differentiates ads or links within the same campaign, useful for A/B tests or to identify which specific element generated the click;

5. utm_term: primarily used in paid search campaigns, to track the keywords that triggered the ad.

6. src (source): indicates to the browser where it should obtain an external resource to use on the web page;

7. sck (checkout source): tracks the origin of a purchase, allowing to identify where the buyer came from.

These parameters are added to the destination URL, allowing analytics tools to collect detailed data on traffic origin and marketing campaign performance, it is important to correctly configure the UTM parameters to ensure that tracking is maintained during the checkout process.

In Guru, you can configure the parameters to view the results of your campaigns. To learn how, access the information about UTMs and how to use tracking in Guru.

How parameters are returned in Guru (webhook and Public API)

In Guru, you can configure parameters via Webhook and Public API, returning data in JSON or XML format. The parameters you sent in the request can be included in the response, either as part of the main data or in a separate section such as "metadata", according to the following information:

{
  "account_token": "qOGo7c4TJLHjMEy4rpdoK7JxKKs1jHFzYbgE1ILx",
  "blocked": 0,
  "contact": {
    "name": "Ricardo Teste",
    "email": "teste@digitalmanager.guru",
    "doc": "01234567890",
    "phone_number": "21983491234",
    "phone_local_code": "55"
  },
  "product_qty": 4,
  "shipping_value": 5,
  "source":{
    "source": 
    "checkout_source":
    "utm_source":
    "utm_campaign":
    "utm_medium":
    "utm_content":
    "utm_term":
  },  
  "subscription_code": "sub_RYwEurn51mjqpRCu",
  "value": 5
}

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