UTM Tracking

UTM parameters help you understand which channels, campaigns, and content drive your best leads. Aura captures this attribution data automatically and carries it through the entire customer journey.

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to URLs that identify the source of traffic:

https://app.aura-app.ai/b/YOUR_TOKEN?utm_source=google&utm_medium=cpc&utm_campaign=spring-2024

When someone books through this link, you'll know they came from a Google paid ad in your Spring 2024 campaign.

Supported Parameters

Aura captures these UTM and attribution parameters:

Using UTM Parameters

Direct Links

Add parameters directly to your booking link:

https://app.aura-app.ai/b/YOUR_TOKEN?utm_source=linkedin&utm_medium=social&utm_campaign=thought-leadership

Email Campaigns

Track different emails:

Newsletter: ?utm_source=newsletter&utm_medium=email&utm_campaign=weekly-digest
Nurture: ?utm_source=nurture&utm_medium=email&utm_campaign=onboarding-series
Cold outreach: ?utm_source=outreach&utm_medium=email&utm_campaign=q1-outbound

Paid Advertising

Track ad platforms and campaigns:

Google Ads: ?utm_source=google&utm_medium=cpc&utm_campaign=brand-search&utm_term={keyword}
LinkedIn Ads: ?utm_source=linkedin&utm_medium=sponsored&utm_campaign=decision-makers
Facebook Ads: ?utm_source=facebook&utm_medium=paid-social&utm_campaign=retargeting

Social Media

Track organic and paid social:

LinkedIn post: ?utm_source=linkedin&utm_medium=social&utm_content=product-update
Twitter: ?utm_source=twitter&utm_medium=social&utm_campaign=launch-week
YouTube: ?utm_source=youtube&utm_medium=video&utm_content=demo-video

Partner Referrals

Track partner-driven traffic:

Partner A: ?ref=partner-acme&utm_source=partner&utm_campaign=acme-referral
Affiliate: ?ref=affiliate-123&utm_source=affiliate&utm_medium=referral

Embedded Widget Passthrough

When embedding on your website, pass UTM params from your page to the booking widget.

Automatic Passthrough

If using the embed script:

<div
  id="aura-booking"
  data-aura-link="your-slug"
  data-aura-pass-utm="true"
></div>

Manual Passthrough

For iframe embeds:

// Get UTM params from current page
const params = new URLSearchParams(window.location.search);
const utmParams = ['utm_source', 'utm_medium', 'utm_campaign', 'utm_term', 'utm_content', 'ref'];

// Build booking URL with UTM params
let bookingUrl = 'https://app.aura-app.ai/b/YOUR_TOKEN';
const passParams = new URLSearchParams();

utmParams.forEach(param => {
  if (params.has(param)) {
    passParams.set(param, params.get(param));
  }
});

if (passParams.toString()) {
  bookingUrl += '?' + passParams.toString();
}

// Set iframe source
document.getElementById('booking-iframe').src = bookingUrl;

Viewing Attribution Data

Lead Details

On each lead, you can see:

• Source (utm_source)
• Medium (utm_medium)
• Campaign (utm_campaign)
• Full UTM data

Analytics Dashboard

In Analytics → Attribution:

• Leads by source
• Conversion rates by channel
• Campaign performance
• UTM breakdown tables

Pipeline Filters

Filter your pipeline by attribution:

• Source = "google"
• Campaign = "spring-2024"
• Medium = "email"

Attribution Models

Aura uses first-touch attribution by default:

The UTM params captured are from when the lead first interacted with your booking link.

Best Practices

Naming Conventions

Create consistent naming patterns:

Sources:

• google, linkedin, facebook (lowercase, no spaces)
• Be specific: google-ads vs google-organic

Mediums:

• cpc - Cost per click ads
• email - Email marketing
• social - Social media (organic)
• paid-social - Paid social
• organic - Organic search
• referral - Partner/referral traffic

Campaigns:

• Use lowercase with hyphens: spring-2024-launch
• Include date/quarter: q1-webinar-series
• Be descriptive: product-demo-campaign

URL Building

Use a URL builder to avoid errors:

Base URL: https://app.aura-app.ai/b/YOUR_TOKEN
Source: google
Medium: cpc
Campaign: brand-search
Term: {keyword}
Content: ad-v2

Result: https://app.aura-app.ai/b/YOUR_TOKEN?utm_source=google&utm_medium=cpc&utm_campaign=brand-search&utm_term={keyword}&utm_content=ad-v2

Documentation

Keep a record of your UTM parameters:

Analyzing Attribution

Questions to Answer

UTM tracking helps answer:

• Which channels drive the most leads?
• Which campaigns have the best conversion?
• What's the quality of leads by source?
• Where should we invest more budget?

Key Metrics by Source

For each source, track:

Funnel Analysis

Track conversion through the funnel by source:

Google Ads:
  Visits → Bookings: 5%
  Bookings → Attended: 80%
  Attended → Closed: 25%

LinkedIn:
  Visits → Bookings: 3%
  Bookings → Attended: 85%
  Attended → Closed: 35%

Even with lower volume, LinkedIn might have higher quality.

Integration with Analytics Tools

Google Analytics

UTM params are automatically tracked if GA is on your site. Aura bookings show as conversions from the tracked source.

Zapier

Access UTM data in Zapier triggers:

{
  "lead": {
    "utm_source": "google",
    "utm_medium": "cpc",
    "utm_campaign": "brand-search"
  }
}

API Access

Query leads with attribution:

query LeadsBySource {
  leads(filter: { utmSource: "google" }) {
    edges {
      node {
        name
        email
        utmSource
        utmMedium
        utmCampaign
      }
    }
  }
}

Troubleshooting

Parameters Not Captured

1. Check parameter spelling (case-sensitive)
2. Verify URL encoding for special characters
3. Confirm parameter is in the allowlist
4. Check the link isn't getting modified

Inconsistent Data

1. Standardize naming conventions
2. Use a URL builder tool
3. Document your UTM strategy
4. Train team on proper usage

Missing Attribution

If attribution is missing:

• Lead may have bookmarked the link
• Ad blocker may have stripped params
• Redirect may have lost params
• Direct traffic (no params)

Next Steps

• Analytics - View attribution reports
• Embedding - Pass UTMs to embeds