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UTM tracking for webinars

When promoting your webinars you might use different campaigns and platforms to get the message out there. But how do you measure the success of these campaigns in regard to where your webinar registrants are coming from? TwentyThree webinar supports UTM tracking, making it easy to see from where your registrants are coming. In this article we will talk about what UTM codes are, and how you can access the data in TwentyThree.

What are UTM codes?

UTM codes are also referred to as UTM parameters or tracking tags and help you track the origin of your website traffic, in this case webinar registrants. UTM codes are snippets of text you can add to a text that give your analytics tools more information about each link. These codes help you track the performance of each link and/or campaign so you can see where your traffic is coming from. You can read more about UTM codes, how to use them and how they work here.

Why should you use UTM codes?

Using UTM codes can help you track the success of your campaigns and measure the effectiveness of different advertisements or social media platform posts. This will make it simpler for you to see which initiatives appeal to your target group and what kind of posts create most value for you. In the end, you can trace back what initiatives were the biggest drivers for your conversions and what are the campaigns you should be investing in.

How do you use UTM codes for webinars?

Using UTM code links might seem daunting at first, but when you get the hang of it you’ll be able to do it in your sleep. Before you promote your webinar, create UTM codes for your webinar registration page link. If you are a HubSpot Marketing Hub or Google Analytics user you can learn how to create UTM codes in those tools here. You can always find the link to your webinar registration page on the webinar’s manage page.

UTM tracking for webinars - finding the link for your webinar

Use your new tracked links to promote your webinar to potential registrants. The link might look something like this:

As your registrants start ticking in you can find the UTM source and campaign they came from on the Attendance tab of your webinar’s manage page.

UTM source in the attendance tab

You can also export this data at any time to import into your analytics tool by clicking the download button on the far right side of the Attendance tab. This will create a detailed CSV file that contains the UTM source, medium, campaign, content and term from the specific link the registrants came from.

UTM data in exported CSV