At Baserow, we believe in practicing what we preach. That’s why we leverage our own tool to streamline and optimize our internal operations. With Baserow, we’ve transformed our project management, data tracking, and team communication processes to maximize productivity and work better—together.
In this article, we will give insight into our custom Urchin Tracking Module (UTM) generator tool designed to improve our marketing efforts. In the interest of prioritizing our users’ privacy, we don’t do much tracking. However, UTM parameters are non-identifying, so we find it useful to understand how our campaigns perform. With these insights, we can improve our communication with you while still respecting your privacy.
We’ll explain how our internal UTM builder works, and how it can boost your marketing campaigns. We will share our best practices and reveal strategies we use, giving a firsthand look at how we enhance workflows, increase efficiency, and drive productivity internally.
In this tutorial, we will walk you through the process of leveraging Baserow to create a UTM generator using the formula field. The steps we will cover include:
By following these simple steps, you will be able to easily add campaign parameters to URLs and optimize marketing campaign efforts with Baserow. Let’s get started!
To complete this tutorial, you’ll need:
UTM parameters are like trackers added to campaign URLs that help you understand which source, medium, or channel users are interacting with. Using UTMs is helpful to:
UTM parameters are very simple and easy to use. Add campaign parameters to URLs to analyze how well marketing campaigns are doing and which efforts contribute the most to the marketing goals:
|Campaign Source||utm_source||Used to identify a referrer.||newsletter|
|Campaign Medium||utm_medium||Used to identify a marketing medium.|
|Campaign Name||utm_campaign||Used to identify a specific product promotion or strategic campaign for keyword analysis.||free-trial|
|Campaign ID||utm_id||Used to identify specific ads campaign the referral references.||abc.123|
|Campaign Term||utm_term||Identify the paid keywords.||roi|
|Campaign Content||utm_content||Used to differentiate ads or links that point to the same URL.||long-post|
We will use the first three UTM parameters in all UTM tracking links.
Here is an example of a UTM link with predefined parameters for tracking:
Data is collected to evaluate the success of a specific channel in comparison to other channels that promote the same content.
Storing UTM parameters in a database offers a structured and efficient way to track, analyze, and optimize marketing campaigns. While it is possible to manually add UTM parameters to links, using an automatic UTM builder makes the process much simpler.
Let’s get started by creating a brand new workspace or adding a database to an existing workspace.
To create a new workspace, simply click on the + Create workspace button. Then, click on Add workspace to get started.
Once the workspace is set up, you can create a database from scratch or choose one from our template library. In this tutorial, we’ll build a database from scratch, providing you with full control and flexibility over its structure and functionality.
In the database, we will generate and store UTM-tagged URLs to determine the marketing strategies and channels that yield optimal results. By comparing the performance of various UTM-tagged URLs, we can pinpoint the most effective strategies and channels for our marketing efforts.
That’s it! we’ve successfully created a new database in Baserow. Now we can start populating, managing and organizing data.
Now you’ll be in the database view, where you can start adding tables to your database.
The database serves as a centralized documentation hub for UTM parameters. Effective collaboration and communication significantly improve when team members and stakeholders can access and share information through a centralized database. This enables everyone involved in the campaign to contribute and access the data. Learn more about working with teams in Baserow.
We will create tables for the various campaign tracking variables that we plan to use:
To generate a campaign URL, you need to provide either the campaign name or the campaign ID.
In this table, we want to answer the question: “Why is the traffic coming to us?” The table data should be as simple as possible and as specific as the data we want to collect. We will use each campaign to differentiate ads or links that point to the same URL.
We will add the following fields to the Campaign name table:
lower(replace(field('Campaign'), " ", "+")). Replace
Campaignwith the name of your field.
lowerfunction returns its argument in lowercase. The
replacefunction replaces all instances of the second argument in the first argument with the third argument.
UTM tags are case-sensitive, so it’s important to maintain consistent formatting when tagging links. By consistently using dashes and lowercase letters in the URL, you can maintain a uniform structure. This ensures that URLs remain clean, descriptive, non-redundant, and easily readable.
The UTM parameter formula field will automatically convert all tags to lowercase, preventing any mix-up between lowercase and uppercase letters. The UTM parameter will be generated automatically.
UTM parameters work across different platforms and tools. In this table, we want to answer the question - “How is the traffic coming to us?”.
This allows you to track the source of the traffic across multiple platforms, including organic social, email marketing, social media, paid advertising, and other channels.
We will add the following fields to the Medium table:
lower(replace(field('Name'), " ", "+")). Replace
Namewith the name of your field.
In this table, we want to answer the question - “Where is the traffic coming from?”.
This refers to the specific sources, such as social networks, search engines, newsletter platforms, or other platforms, that are responsible for driving traffic, e.g. google, newsletters.
We will add the following fields to the Source table:
lower(replace(field('Name'), " ", "+")). Replace
Namewith the name of your field.
In this table, we want to answer the question - “Where is the traffic going?”.
This page will serve as the landing destination for visitors on the Baserow site, such as a blog or a specific web page.
We will add the following fields to the URL generator table:
concat(field('Website URL'), '?utm_source=', field('Source param'), '&utm_medium=', field('Medium param'), '&utm_campaign=', field('Campaign param')). Replace the field names with the names of your field.
Use Baserow hide/show feature to hide the UTM parameter fields from the table. The UTM parameters will be automatically populated when a linked row is selected.
Our goal is to generate and save URLs by choosing specific parameter values to track from the associated tables.
Add a new campaign to the Campaign name table.
To effectively monitor your marketing efforts, assign a unique name to each campaign. This name can be the product name, contest name, a specific code, or a catchy tagline. Giving campaigns distinct names helps you easily track and manage their performance.
Head to the UTM generator table and add a new row. In the Website URL field, input the URL of the destination page you want to direct users to.
Choose a medium from the linked table or create a new medium in the Medium table within the URL generator.
Choose a source from the linked table or create a new medium in the Source table within the URL generator.
Choose the campaign from the linked table.
The campaign URL will be automatically generated in the Generated URL field of the URL generator table and the related fields in the linked tables.
Copy the URL, use a URL shortener and distribute the shortened link.
UTM parameters help in data-driven decision-making, campaign attribution, experimentation, and analytics.
To prioritize user privacy, our tracking practices at Baserow are limited. However, we use non-identifying UTM parameters to gather insights on campaign performance and enhance communication with you.
By utilizing UTM-tagged URLs, we can gain valuable insights to enhance marketing strategies and maximize return on investment (ROI). This allows us to gain a holistic view of our marketing performance.
If you have any questions about how the UTM generator works, feel free to ask them in the Baserow Community.
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