UTM Tracking

REACH allows organizations to track the source of their donations, new supporters and sponsors by using UTM parameters. Recording and tracking your UTM codes is one more way REACH enables you to work smarter.

UTM parameters can help your nonprofit know exactly which marketing strategy – whether email, social post, fundraising campaign, guest post or tweet – brought in your donations, new supporter or new sponsors to your cause.

UTM Codes Defined

A UTM “urchin traffic monitor” code is a web analytics software that served as the base for Google Analytics. It is a simple code that you can add to the end of a URL to track performance of your marketing campaigns and other web content. 

REACH currently records all five UTM parameters for donations and new supporters and sponsors, which are:

  • utm_source – where the traffic originated from (Facebook, Google, Bing, name of an email list, etc.)
  • utm_medium – type of traffic the visitor originated from (cpc, email, social, referral, display, etc.)
  • utm_campaign – track the performance of a specific campaign 
  • utm_term – track which keyword term a website visitor came from (commonly used for paid search ads)
  • utm_content – commonly used if you have multiple links pointing to the same URL. 


Example URLs with UTM parameters could be:

https://rpay.sugarmapleinteractive.com/?utm_medium=email

https://rpay.sugarmapleinteractive.com/?utm_campaign=projectafrica

https://rpay.sugarmapleinteractive.com/?utm_term=sponsor+one+child

Donations: Reporting on UTM Tracking

When a supporter submits a donation, the UTM parameters passed via the URL are recorded in REACH as system tags and can be found on the individual donation record or when generating a Donation Details Report

On the individual donation, the UTM parameters are listed on the Donation Details tab. This can include single or multiple UTM parameters.

UTM parameters for donations can also be tracked on the Donation Details Report. This report can be generated by going to Reports > Donation Details Report. Choose any search parameters desired and then next to Donation tags, select your UTM parameters and click Search.

Supporters: Reporting on UTM Tracking

When a new supporter is created, the UTM parameters passed via the URL are recorded in REACH as system tags and can be found on the individual supporter record or when generating a Supporters Report

On the individual supporters record, the UTM parameters are listed on the supporters Details tab under Tags. This can include single or multiple UTM parameters.

UTM parameters for new supporters can also be tracked on the Supporters Report. This report can be generated by going to Reports > Supporters Report. Choose any search parameters desired and then next to Supporter tags, select your UTM parameters and click Search.

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