Table of contents

Definition

Open questions

Requirements

Problem statement

The problem we aim to address is the need to effectively track and analyze the origin and performance of marketing campaigns for our products or services. Currently, we lack a comprehensive system that allows us to capture and analyze UTM parameters, which are crucial for understanding the effectiveness of our marketing efforts. Without this capability, we are unable to make data-driven decisions and optimize our marketing strategies accordingly.

Proposed Solution - Integration of UTM with Amplitude:
To overcome the aforementioned problem, we propose integrating UTM parameters with the Amplitude data analysis tool. By doing so, we will be able to accurately track and analyze the UTM parameters associated with our marketing campaigns. This integration will allow us to capture valuable data regarding the source, medium, campaign, term, and content of our marketing efforts. By leveraging the power of Amplitude's analytics capabilities, we can gain insights into the effectiveness of different campaigns, make informed decisions, and optimize our marketing strategies for better results.

Acceptance criteria

1. Integration Configuration:

   1. UTM parameters (source, medium, campaign, term, content) must be correctly captured in the destination URL.

   2. Amplitude should be able to receive and process UTM parameters sent from the URL.

   3. The integration configuration should be compatible with the latest versions of Amplitude.

2. Tracking and Data Analysis:

   1. UTM parameters must be accurately recorded and associated with corresponding events and users in Amplitude.

   2. UTM parameter information should be available in Amplitude reports and analysis.

   3. Tracking and analysis data generated through Amplitude should be consistent and reliable.

3. Results Validation:

   1. Reports generated in Amplitude should accurately reflect the origin and performance of marketing campaigns based on UTM parameters.

   2. Amplitude data should be compared with other campaign tracking sources to validate the accuracy of results.

Success metrics

Assumptions

Solution Context

UTMs in the website

When UTM parameters are added to a URL, they do not affect the functionality or accessibility of the app. The UTM parameters are simply appended as query parameters to the end of the URL, after a question mark (?), and separated by ampersands (&).

For example, if your website's URL is https://www.example.com, and you add UTM parameters, the URL might look like this:

In this case, the UTM parameters (utm_source, utm_medium, and utm_campaign) are added to the URL after the question mark as query parameters. The rest of the URL (https://www.example.com/) remains the same.

When users click on a URL with UTM parameters, their web browser will load the URL as usual. The UTM parameters are not interpreted by the browser itself but rather by the analytics or tracking tools, such as mParticle or Amplitude, that you have integrated into your app or website. These tools will extract and process the UTM parameters to track the source, medium, and campaign associated with the user's visit.

From a user's perspective, the presence of UTM parameters in the URL does not affect the browsing experience or the ability to access your website or app. Users can still reach your website or app by clicking on the URL or typing it directly into their browser's address bar.

In summary, UTM parameters are used for tracking and analytics purposes and do not impact the functionality or accessibility of your website or app.

UTMs in the whitelabel-app

Similar to how UTM parameters are added to website URLs, in mobile apps, UTM parameters can be included in deep links or custom URL schemes. Deep links are URLs that navigate users directly to specific content within a mobile app.

When a user clicks on a deep link with UTM parameters or interacts with a custom URL scheme that includes UTM parameters, the app can extract and process those parameters to track the source, medium, and campaign associated with the user's interaction.

For example, a deep link for a mobile app with UTM parameters might look like:

In this case, the UTM parameters (utm_source, utm_medium, and utm_campaign) are included as query parameters within the deep link URL.

To track UTM parameters in your mobile app, you would need to handle the incoming deep links or custom URL schemes and extract the UTM parameters from the URL. Once extracted, you can send the UTM parameters along with the relevant app events or track them using analytics or tracking tools like mParticle or Amplitude, which you have integrated into your app.

UTM parameters in mobile apps work in a similar way to websites, enabling you to attribute user acquisition and marketing campaign data within your analytics systems, providing insights into the effectiveness of your app's marketing efforts.

UTM responsibility

The responsibility for setting the UTM parameters in the URL lies with the entity that generates the URL and directs users to your app. Typically, UTM parameters are added to the URL by the marketing or advertising team when they create campaigns or promotional links.

For example, if you are running a marketing campaign on a platform like Google Ads or social media platforms, you would create a campaign and specify the UTM parameters (e.g., source, medium, campaign, etc.) in the campaign settings. The platform will then generate URLs with the UTM parameters appended to them.

When users click on these campaign URLs, they will be directed to your app with the UTM parameters included in the URL. It is your app's responsibility to read and extract these parameters, as explained in the previous steps.

To ensure that the UTM parameters are correctly added to the URLs, you should work with your marketing team or the team responsible for creating the campaign links. They will be able to guide you on how to properly set up the UTM parameters for your marketing campaigns.

Solution

https://rbictg.atlassian.net/browse/DATA-6

https://github.com/rbilabs/intl-whitelabel-app/commit/f7933b8cdd9bd96444251612032afa5bd7a01098

Open

Open

Besides, it can work with native deeplinks:

Scenarios

Scenario 1: xxx

Design

Figma design here: [insert link]

Development

Release