Use UTM parameters in form referral links to track which outreach or marketing campaigns send traffic to a specific form registration.
Slate can capture five UTM parameters:
UTM parameter | Use | Example |
|---|---|---|
| Identifies the referring source. |
|
| Identifies the medium used. |
|
| Identifies the campaign. |
|
| Identifies search terms. |
|
| Identifies the ad, link, or content variant. |
|
⭐ Best Practice
Consult with your marketing team and other stakeholders when defining UTM parameters so campaign tracking is consistent across outreach channels.
Capturing UTM parameters
Every form in Slate has a unique URL that can be appended with UTM parameters. After the parameters have been defined, append the URL before using it as a referral link outside of Slate. Slate captures the UTM parameters when the form is submitted.
If the form URL already contains a question mark ?, append the first UTM parameter with an ampersand &. Use an ampersand to separate each additional UTM parameter.
For example:
https://go.slateuniversity.edu/register/event?id=1abcxxxx-afdc-4afe-b51f-8fef3abcbe46&utm_source=newsletter&utm_medium=email&utm_campaign=spring_event&utm_term=register&utm_content=primary_button
If the form uses a vanity or custom URL that does not already contain a question mark ?, append the first UTM parameter with a question mark. Use an ampersand & to separate each additional UTM parameter.
For example:
https://go.slateuniversity.edu/register/event?utm_source=newsletter&utm_medium=email&utm_campaign=spring_event&utm_term=register&utm_content=primary_button
After the URL is appended with the desired parameters, use it in the campaign to link people to the registration form.
Do all five UTM parameters need to be included in the link?
Include at least utm_source when possible. You do not need to include every UTM parameter.
What if the form is embedded?
Traffic can be directed to an embedded form through a form link that has been appended with UTM parameters. Use the dynamic embed code to capture these UTM parameters in an embedded form.
Exporting UTM data
UTM parameters are captured when the form is submitted and can be exported through a form query. A block of local UTM exports is included in form properties.
To export UTM data captured in a specific form:
Go to Forms.
Select the form.
Select New Query.
Select Export to add Form UTM exports to the form query.
Form queries export one row per form registrant. If a registrant submits the form through a form link that was appended with UTM parameters, the data is exported under the corresponding form UTM columns. Use this data to identify top referral sources and track campaign outcomes.
If UTM data is captured on a form submission, the data is also visible as form response metadata on the form registration.