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How to Use UTMs (Urchin Tracking Module)

Attribution tracking refers to mapping your customer's journey. We help you understand where your students signed up from by tracking UTM (Urchin Tracking Module) data as well as three extra custom pieces of information. For UTM data, you simply need to add the desired UTM parameters at the end of the URL you wish to share in your campaigns, while we track the extra custom data whether you use UTMs or not. An example looks like this:

You can write the UTM enhanced URLs yourself or use a builder to help you out, such as this one by Google.

Trackable Parameters

We keep track of the 5 classic UTM parameters:

1. utm_source

2. utm_medium

3. utm_campaign

4. utm_term

5. utm_content

You can check here what each parameter stands for.

In addition, we also track 3 extra pieces of information:

1. referrer: The URL of the previous page the visitor was navigating before clicking the link.

2. landing: The school page the visitor landed on (i.e. the page the link was pointing to).

3. country: The country the visitor came from (tracked via their IP address).

Those parameters are always tracked for everyone, regardless of whether the link had UTM parameters or not. Meaning, even if an admin doesn't use the UTM feature, these three pieces of information are still collected for the user.

Note: Collecting referrer depends on the browser and the configuration of the page where your link resided (so, if the user found a link to your school on a LinkedIn post, keeping referrer data depends on both the browser settings as well as whether LinkedIn allows such tracking).

First and last click

For more accurate campaign tracking, all the above parameters are tracked twice:

1. For the first click: the first time the visitor lands into the school) and

2. For the last click: the last page they visited right before they sign up if they sign up

First clicks are extracted on the first visit, whereas last clicks are extracted and overwritten on every subsequent visit unless a visit was UTM enhanced, in which case it gets overwritten only on every UTM enhanced visit.

Where to find your users’ attribution data

To find the attribution data for a specific user, you can go to the Attribution tab of the user's card, on your User management page.

You can search for a specific UTM parameter from your school's User Progress under Advanced Search.


Imagine that you have created a new course that you will be advertising via different campaigns and mediums. One example of the UTM enhanced URLs you will be sharing could look like this:

  • A visitor clicks on the link and is taken to the course description page of the “Free Course”.
  • The UTM data are extracted from the link and are saved to the visitor's session.
  • As long as the visitor doesn't clear their browser's cookies, (and the information we saved doesn't expire), the visitor can close the tab, come back later, and the browser will still remember these UTMs. 
  • The visitor signs up at the school a couple of days later. 
  • The UTM parameters saved persist to the profile of the user, and the admin can see the UTM parameters, as well as where the visitor came from (referrer), and which page they first visited (landing).

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