How do I track clicks and conversions in Intercom with UTM settings?
It is possible to measure clicks and conversions from Intercom. By default, the well-known chat and emailing solution automatically tracks the 5 UTM parameters.
However, only the latest data is stored, which means that if a user has gone through several stages, the attribution will be linked to the last of them.
UTM parameters: definition and uses
Les UTM parameters is information that is added to an internet address (in the url). This information changes the URL but does not change the landing page.
For example, the following two URLs lead to the same destination:
- https://appvizer.fr
- https://appvizer.fr/?utm_source=blogsupport&utm_medium=article&utm_content=intercom
The second URL contains valuable data that will automatically be found in analytics software (Google Analytics, Adobe Analytics, etc.).
The usefulness is to measure the number of visits on a site with details of where the visitor came from. Knowing this, it is possible to measure the value of a page in a lead acquisition process. Beyond that, it is possible to measure visits to conversion pages and conversion confirmation pages using the same techniques.
Thus, a marketing manager will be able to effectively compare acquisition channels, both in terms of visits and conversions.
The 5 UTM parameters followed by Intercom are:
- utm_source : the origin of the visitor (e.g. blog, landing page)
- utm_campaign : the advertising campaign (e.g. June 2020)
- UTM_Medium : the medium on which the link is located (ex: email, article)
- utm_content : the title of the content (e.g. intercom-tracking)
- utm_term : the keyword related to advertising (e.g. parametres-utm-intercom)
A URL can contain all or some of the 5 parameters, in no precise order.
The syntax of a URL with UTMs consists of:
- of a classic URL part,
- followed by a question mark
- then the UTM type followed by the “=” symbol and the attribute,
- while separating UTMs by ampersands (the &)
such as in this example:
www.site.com/?utm_source=xxx&utm_campaign=xxx&utm_medium=xxx ...
Retrieve UTM information in Google Analytics
In Analytics, UTM tracking receives a specific automated treatment that makes it possible to find all the sources, campaigns, media, content and keywords that led to visits and conversions on the same page.
To do this, go to Google Analytics > Acquisition > All Traffic > Sources/Support
It will then be possible to sort by source, medium, campaign, etc. and to measure the visits and conversions of each one.
Conclusion
Intercom natively passes the data related to the 5 default UTM parameters. This information can easily be found in Google Analytics, in the Acquisition > All Traffic > Source/Support section and by looking for the keyword “intercom”.