In the image above, the values stored in each field map to the UTM parameters I used in my example. When I submit the form, a new record will be generated that I can tie back to these parameters.
If you are using a CRM or similar service, you can now append this information to that lead. Tracking can be followed back to the original UTM parameters, even if multiple pages were visited during the session before completing the form.
Summary
As you can see, there’s not much effort needed to configure a cookied UTM tracking solution. All we did was install a plugin and create hidden fields mapping to each parameter we want to track.
The only difference between this solution and what most marketers would normally do is the Handl plugin, which is free.
Again, the major benefit of taking advantage of cookies is that you can track your website visitors’ UTM parameters beyond the first page of your website that they land on. There is potentially a huge gap in your tracking if you neglect to capture this data past the landing page.
FAQs
I came across a few common questions when researching this blog post, so I thought I’d share them here for others.
What does UTM stand for?
Commonly used in digital marketing to track campaign performance, UTM is an acronym that stands for “Urchin Tracking Module”.
What is the Urchin Tracking Module?
The Urchin Tracking Module (UTM) is a technology that provides accurate measurement of unique website visitors. The technology allows for identification of unique visitors, click paths, and other variables related to website traffic.
What is the Handl UTM Grabber?
Handl UTM Grabber is a WordPress plugin for tracking UTM parameters with cookies. There is a free version that includes tracking for the five main UTM parameters and the GCLID. Additionally, there is a paid version that allows for custom parameter tracking and longer cookie storage, among other features.