Automatic UTM Tagging
When the end user clicks on a shortened link from a campaign or automation, Instasent automatically appends specific UTM parameters to the outgoing link. These parameters are crucial for tracking the effectiveness of your campaigns through various platforms. The default parameters included are:
utm_source = instasent
utm_medium = sms
utm_campaign = name of the campaign or automation
Customizing UTM Parameters
If the default UTM parameters do not meet your specific tracking needs, you have the flexibility to customize them. You can replace the default parameters by including your own within the URL you wish to shorten. This customization allows for more tailored tracking that aligns with your unique analytical requirements.
Usage of UTM Data
It’s important to note that while these parameters facilitate detailed tracking on third-party platforms, Instasent does not use this information for sales attribution. Instead, they are provided to assist you, the client, in conducting more effective and comprehensive campaign tracking.
Sales Attribution Model
Due to the specific characteristics of the SMS channel, Instasent employs its own model for attributing sales. We use a "billboard model" of attribution, which assumes exposure to the SMS campaign contributes to the final conversion. You can learn more about this model and how it might better serve your analytics needs in this detailed article.
Conclusion
Utilizing UTM parameters effectively allows for sophisticated tracking and analysis of your SMS marketing efforts. By customizing these tags and understanding their impact, you can maximize the return on your campaigns and gain deeper insights into customer behavior and campaign performance.