How our UTM codes work
November 20, 2019 · By James Cridland · 1.5 minutes to read
If you want to know how much traffic we send you, normally you’d use the referrer, but in this case we’re mostly read by email, so the referrer would look like a webmail service - or even be blank.
So, we try to help websites know when we send them traffic by tagging links from our newsletter and website with UTM codes. These are mainly used by Google Analytics, but other services can use them too.
Here’s a link to Google, so you can see how this looks. In this case, it’ll go to google.com/?utm_source=podnews.net&utm_medium=web&utm_campaign=podnews.net:2019-11-20
Our UTM codes look like…
utm_source=podnews.net - our source is always podnews.net
utm_medium=newsletter - this can be one of the following:
newsletter- someone’s using their email
web- someone’s using our website
rss- someone’s using our show-notes or our full RSS feed
unknown- for some links, we’re unable to add this code
podnewswill be links from our editorial
(your campaign name)will be used in classifieds and sponsorship, so you can monitor how well different pieces of copy work
supporterwill be links from our wonderful supporters
podcast-pageare links from our podcast pages. We use other similarly obvious campaign names for some other pages we produce
:2019-11-18, where present, will be the date that we first published the piece (i.e. the publish date on the website). It’s in the format of YYYY-MM-DD.
In most cases, we can’t change our UTM link policy for one-off links, but we hope that this is flexible enough to help you work out what traffic you’re getting from us.
Users of our classifieds section can get a full post-campaign analysis by using your classifieds dashboard; if you’re a title or section sponsor, we’ll send you a post campaign analysis a few weeks after your sponsorship completes.