UTM Campaigns are 100% hands-free; you do not need to set them up in Student CRM before you start sending UTM traffic to your forms.
Student CRM is always listening out for any UTMs that you use to drive traffic to any web form. Those UTMs arrive in Student CRM along with the student’s enquiry, booking, request, etc.
There are five UTMs that you can track:
Source - This is where the traffic has originated from, for example, an email footer, or a Facebook advert.
Medium - This is how the traffic has originated, for example, “email” or “social”.
Campaign - This is a name used to identify the traffic, for example, “summer-recruitment-2019” or “facebook-ad-a”.
Content - This is useful if you have multiple links pointing to the same URL, for example, “toplink” or “footerlink”
Term - These are keywords that someone may have searched for. They’re used mostly with relation to paid searches. For example, “science+degree”.
Once they are in Student CRM they are either matched to an existing UTM Campaign (maybe one you sent traffic from yesterday) or a new UTM Campaign is created automatically.
If they match an existing UTM Campaign then the students are added to that one. Otherwise, the students arriving are added to a new one. So, your media agency can create as many UTMs they like and you see them all in Student CRM.
By clicking on the Chart icon you can see the performance of the UTM link over time.
You can see the UTMs a student has interacted with on their student log:
Or use Segments to find all students who have interacted with a particular UTM campaign:
FAQs
Q. How do I create a segment to find all the students who responded to a particular UTM?
A. In the UTMs tab in Campaign Manager, look at the UTM's ID (say it was "1234567") and go into the Segments tab and create a segment using the Student Database filter "UTM ID = 1234567"
Q. Why is there a difference between the number in the activity chart and the number found by a segment?
A. This is because the UTM activity chart shows all interactions with the UTM, whereas the segment is finding individual records. If a student has interacted many times with the UTM they'll only show up once in the segment.
Q. Where do I access the UTM Link Builder tool?
A. Type the letter "U" on your keyboard.
Q. What URLs can I add my UTMs onto?
A. URLs will track if you link to the Student CRM web form itself OR one of your university web pages where you have embedded a Student CRM web form.
Q. What if a student clicks a tracked link and wanders around our university website before eventually completing a web form?
A. Our UTMs are NOT preserved for long journeys, and that is why we say you should link to the Student CRM web form itself OR one of your university web pages where you have embedded a Student CRM web form. (There is a technical way you can preserve UTMs for wandering journeys, however, that is something your Website Admin or CMS expert deals with, and we don't get involved.)
Q. Is there a maximum number of UTM links I can track?
A. No.
Q. Do all Student CRM Web Forms work with UTMs?
A. Yes, if you have built a web form using the Web Form Builder app, it automatically tracks any UTMs that are passed to it.
Q. Do I need to use all 5 UTMs?
A. No. Use the ones that matter to you, probably the UTM Source ie: "Twitter" will be the absolute minimum.
Q. Do I need to use the built-in UTM Link Builder tool?
A. No. You can use any tool. There are lots of free ones.