Introduction
If visitors are directed to the website via a link or an ad, etracker analytics automatically records the referrer domain as the origin, including information in UTM or etracker link parameters. In this way, any campaigns from all systems can be measured.
Optionally, campaign parameters from Piwik Pro and Matomo can also be automatically assigned. This makes it easier to migrate to etracker analytics and prevents gaps in campaign measurement. The option can be found under Account → Automatic collection → Campaign parameters from Google, Piwik Pro and Matomo.
What are UTM parameters?
UTM parameters are special variables with which the URLs of the campaigns are extended in order to be able to evaluate them in detail. UTM stands for “Urchin Tracking Modules”. The web analysis software Urchin was purchased by Google in 2005 and is the predecessor of Google Analytics.
The UTM parameters are also recorded by etracker analytics by default and assigned to the etracker campaign attributes. Existing campaigns with UTM parameters do not need to be changed and campaign links can be created as usual.
Further information on UTM parameter mapping can be found here.
What are etracker link parameters?
Campaign information can be transferred as an alternative or in addition to UTM parameters using etracker link parameters. These are also “name-value” pairs with predefined or self-configured attribute names (or campaign segments).
How do I use etracker link parameters?
While a maximum of five UTM parameters are available, up to fifteen dimensions can be transferred with etracker link parameters and campaigns can therefore be evaluated very granularly. The etracker link parameters are divided into two required parameters (mandatory attributes) and thirteen optional parameters .
Necessary parameters
The attributes listed in the table are required by default for the measurement of external campaigns (mandatory attributes).
| Attribut | Parameter (Attribut-Name) | Beschreibung |
|---|---|---|
| Medium | etcc_med | Kategorie der Quelle. Standardmäßig werden die Medien „SEO“ für erkannte Suchmaschinen, „Social Media“ für erkannte Soziale Medien, „Link/Referrer“ für sonstige Herkunftsquellen und „Type-In“ für Einstiege ohne Referrer oder Parameter (unter anderem bei Direkteinstiegen) vergeben. |
| Kampagne | etcc_cmp | Bezeichnung der Kampagne bzw. Werbemaßnahme. |
Optional parameters
The attributes listed in the table can be transferred in addition to the mandatory attributes.
| Attribut | Parameter (Attribut-Name) | Anmerkung |
|---|---|---|
| Partner | etcc_par | |
| Anzeige | etcc_ctv | |
| Gruppe | etcc_grp | |
| Gebuchtes Keyword | etcc_bky | |
| Matchtype | etcc_mty | |
| Gebuchtes Device | etcc_bde | |
| Herkunft | etcc_ori | Überschreibt die automatisch erfasste Referrer-Domain. |
| Keyword | etcc_key | Überschreibt gegebenenfalls das automatisch erfasste gesuchte Keyword. Da Google seit Ende 2011 seine Suchergebnisseite verschlüsselt, werden nur noch selten die Keyword-Daten für organische Suchergebnisse übergeben. In den meisten Fällen wird daher der Wert „not provided“ angezeigt. |
| Advertiser | et_cmp_seg1 | Name kann angepasst werden. |
| Agency | et_cmp_seg2 | Name kann angepasst werden. |
| Ziel | et_cmp_seg3 | Name kann angepasst werden. |
| Variante | et_cmp_seg4 | Name kann angepasst werden. |
| Platzierung | et_cmp_seg5 | Name kann angepasst werden. |
Change attribute names
The names of the five customizable campaign segments can be found under Account → Campaign dimensions can be changed.
Transfer parameter values statically or dynamically
The information on the campaign attributes can be transferred as static or dynamic values:
Static: The transferred value is permanently stored in the link, e.g. etcc_cmp=brand (campaign name).
Dynamic: The values are automatically added by the advertising platforms using variables, e.g. etcc_bky={keyword}. {keyword} stands for the booked keyword that triggered the ad display.
Unfortunately, marketing platforms do not offer suitable variables for all desired information. Therefore, a mixture of static and dynamic values is often useful.
The link parameters are each added as an ending to the target URL, separated by ‚?‘.
The values are assigned to the parameters with a ‚=‘.
The complete target URL with parameters then looks like this, for example
as follows:
https://www.website.de/landingpage?etcc_med=Newsletter&etcc_cmp=JanuarAs a user, however, you do not have to deal with the structure and formatting, but thanks to the etracker Campaign Link Generator you can concentrate entirely on filling in the parameter values.
Using dynamic parameters
By clicking on Configuration → Conversion upload you will be taken to the recommended parameters for tracking Google Ads, Microsoft Ads as well as Facebook and Instagram Ads.
Detailed instructions for the Google, Microsoft and Facebook ad platforms can be found at the bottom of the article list.
Following the same principle, variables from other systems, such as Baidu or Yandex, can also be used for the delivery of online advertising. It is important that the allocation is as consistent as possible across all platforms.
| Kampagnen-Segment | etracker Parameter | Google Ads | Facebook/ Instagram Ads | Microsoft Advertising | Baidu Ads | Yandex.Direct | |
|---|---|---|---|---|---|---|---|
| Medium | etcc_med | SEA | Social%20Ads | SEA | SEA | SEA | Social%20Ads |
| Partner | etcc_par | {{site_source_name}} | Bing | Baidu | Yandex | ||
| Kampagne | etcc_cmp | {campaignid} oder manuelle Eingabe | {{campaign.name}} | {Campaign} | Manuelle Eingabe | {campaign_name} | {{CAMPAIGN_ID}} |
| Gruppe | etcc_grp | {adgroupid} oder manuelle Eingabe | {{adset.name}} | {AdGroup} | {gbid} | {{CAMPAIGN_GROUP_NAME}} | |
| Gebuchtes Keyword | etcc_bky | {keyword} | {keyword:default} | {keywordid} | {keyword} | ||
| Matchtype | etcc_mty | {matchtype} | {MatchType} | {match_type} | |||
| Platzierung | etcc_plc | {placement} | {{placement}} | {placement} | {source} | ||
| Anzeige | etcc_ctv | {creative} | {{ad.name}} | {AdId} | {creative} | {ad_id} | {{CREATIVE_ID}} |
| Gebuchtes Device | etcc_bde | {device} | {Device} | {device_type} | |||
| Variante | etcc_var | {gclid} | {msclkid} | ||||
| Keyword | etcc_key | {QueryString} | {matched_keyword} |