URL Tracking is the process of adding unique parameters to your destination URLs to better measure how effective specific campaigns are with respect to organic vs. paid marketing.
URL Tracking in Sprout Social makes it seamless to append tracking data to the links you post from Sprout so that you can easily identify your social traffic in Google Analytics. Define campaigns upfront and let Sprout automatically generate the relevant URL parameters, instead of requiring your team to use an additional tool like Google’s URL Builder to generate rich destination URLs each time. This functionality is available on our Enterprise plan.
Note: URL Tracking can be configured by Account Owners. A Google Analytics accounts is required to make effective use of this feature. However, it is not necessary to connect the Google Analytics account to Sprout for this feature to function properly.
Campaign Set up
To create a new campaign, go to Settings > Publishing Settings and under URL Tracking click Add URL.
All of the parameters below can be enabled or disabled using the corresponding toggle switches on the right edge of the modal.
URL to be tracked: Enter the URL that will be tagged. When a URL using the domain is identified, the appropriate UTM parameters will automatically be added. This is based on an exact match of the specified domain.
Example: If the domain entered is 'www.sproutsocial.com,' UTM parameters will only be attached when the link 'www.sproutsocial.com' is entered into the compose window. 'sproutsocial.com' without the subdomain 'www' is treated as a separate link and would not have UTM parameters included.
Campaign Name: Define the utm_campaign parameter by entering a Custom Value or selecting an automated entry based on Social Network, Social Account, Message Tags or Unique ID.
Source: Define the utm_source parameter. The default is set to Social Network which will be formatted as follows:
- Twitter only: utm_source=twitter
- Facebook only: utm_source=facebook
- Google+ only: utm_source=googleplus
- LinkedIn personal profile only: utm_source=linkedin
- LinkedIn company page only: utm_source=linkedin_company
- Multiple networks: Displayed as comma-separated list of network names in alphabetical order. For example utm_source=facebook,pinterest,twitter
Medium: Define the utm_medium parameter. The default is set to ‘social’ as a Custom Value. You can also select Social Network, Social Account, Message Tags or Unique ID as automated parameters.
Custom: Add and define additional parameters. Use to delete any custom parameters and the Add Another button to create additional ones.
Example Use Case
In this example, Sprout wants to measure traffic from their social channels to the site www.sproutsocial.com/careers for the announcement of a new set of roles that have just become available at the company.
utm_campaign: We will set the campaign name to a Custom Value and enter ‘recruitment’.
utm_source: We decide to leave the value here as Social Network. The source will show as the name of the network this post is published to - for example, the source will display as twitter or facebook, if we publish to either of those networks. If we publish to multiple networks at the same time the name of each network will appear in alphabetical order separated by commas.
utm_medium: We’ll keep the the default value of 'social' because any incoming traffic is resulting from posts to one of our social channels.
Custom Parameter: Here we’ll enter utm_content and select Unique ID as the value. This means Sprout will generate a unique ID every time we use this URL so we can attribute any incoming traffic to specific outgoing messages.
Within Google Analytics, navigate to Reporting -> Acquisition -> Campaigns to view your URL Tracking data. Sort and analyze campaign data by Campaign, Source, Medium, or Content (Ad Content) parameters to evaluate the performance and ROI of your social campaigns sent from Sprout
Here are some other common use cases for URL Tracking:
- A company wants to easily roll up all social traffic to their domain from posts made from Sprout within Google Analytics so that they can see it as a single channel.
- A marketing manager asks a community manager to promote the launch of a new product and wants to make it easy to track conversions on the new website without the community manager having to think about it at all.
- A community manager wants to compare the conversions occurring as a result of posting to individual networks at one time, vs. multiple.
- If a customer is running one campaign at a time (seasonal or ongoing), or running multiple campaigns to different microsites, this works great. However if they have multiple campaigns driving back to the same domain at the same time, they will not be able to track all of the campaigns.