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URL tracking can help marketers maximise their conversions. It is vital that we use correct parameters as they are fed into Google Analytics as well as Engaging Networks and allow for granular analysis of marketing efforts – e.g. you can differentiate traffic from multiple channels and see which performed best.
Video: How to create tracked links in SalesForce
This video looks at how to generate tracked URLs for both EN and non-EN links, pages, emails etc.
- Generating a URL (00:52)
- Creating a tracked URL for an EN page (02:27)
- Creating a URL without UTM Parameters (internal web links to EN pages) (07:14)
- Creating a URL for non-EN pages (08:58)
There is also a knowledge article here on creating Supporter Fundraising campaign codes with the correct structures provided by the CRM team.
For a list of sites that we promote and link to regularly see the appendix at the end of the guide. They are listed into groups of sites we own and those that we don't, referred to as external, but can gather tracking from.
Tracked Links – When and What Is Required
Use the anchor links to help you define the tracking you require.
What is the link destination?
Select the type of page your link will be pointing to.
- Engaging Networks Page
- Other Internal Web Page (see appendix for a list of internal and external websites)
- Shopify
- Tracked External Site (Antibiotics / External Conference)
Engaging Networks page
Use Sales Force to create a tracked link with an appeal code. ALL links pointing to Engaging Networks pages must use an appeal code.
Does the journey have a donation ask at any point, including in the auto-responder thank you email?
Now you have the correct code created, define your tracking parameters.
Where are you placing your link?
These links must contain full tracking. Here is an example of a fully tracked link containing an appeal code, tracking id and utm parameters:
https://action.ciwf.org.uk/page/134523/action/1?ea.tracking.id=email-enews&supporter.appealCode=STEM_UK1023c&utm_campaign=transport&utm_source=email-enews&utm_medium=email
The tracking id will always match whatever has been selected for the source utm parameter.
Supporter Fundraising Appeal Code:
Your appeal code will be using the "Channel" section "Email" creating the letters EM after the Type and Sub-Type letters. eg CAPEM_UK1023_R1, CATEMa_IT1023_F, APEM_PL1023_I
The exception will be for E-News style emails where ST or NE Type codes are used instead. See the section on E-News for details.
Tracking id and utm parameters
Use the URL Generator tab in Sales Force after creating your appeal to generate the tracked url.
Enter the Engaging Networks page destination url in the "EN Default URL" field.
Tick the check box title "Tracking for new EN tool"
Select the mandatory parameters required:
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Select one of the following options: email-action / email-appeal / email-enews / email-event / email-fundraising / email-stewardship / email-reactivation / email-re-engagement / email-welcome
utm_medium = email
Optional Parameters
Add optional parameters for donation links to direct users to the single or monthly version of the form and or pre-set a donation amount. Add optional "Term" for further definition of parameter types.
Specify single or regular = single/regular
Specify donation amount = enter a figure only eg 10
Term = free text field
If you want to create an email that contains some additional donation parameters, you don't need a new appeal code for each variant. Edit the URL generator to add or change the donation frequency and or amounts and click "Save" to update the utm parameters as desired.
Email E-News
Links in these types of emails; where there are a collection of stories or round-up of recent promotions. These types of emails are considered E-News. E-News emails will point to lots of different landing pages.
UTM Tracking for E-News Emails
All links will have a campaign utm that matches the theme of what the link points to. All links have "utm_source=email-enews" and "utm_medium=email"
In a single E-News imagine there are three stories, one pointing to an appeal, one pointing to an action and the other to a webnews. Here's how the three links would be created:
- Appeal Links: https://donate.ciwf.com/page/XXXX/donate/1?ea.tracking.id=email-action&supporter.appealCode=STEM_US0223a&utm_campaign=cages&utm_source=email-enews&utm_medium=email
- Action Links: https://action.ciwf.com/page/XXXX/action/1?ea.tracking.id=email-action&supporter.appealCode=STEM_US0223b&utm_campaign=labelling&utm_source=email-enews&utm_medium=email
- Webnews: https://www.ciwf.com/news/2023/02/are-we-on-the-path-to-extinction-or-regeneration?utm_campaign=food&utm_source=email-enews&utm_medium=email
Note: Engaging Networks pages being linked to from automation sequences should be duplicated so the performance of the ad or sequence can be reported on separately from the general traffic.
Welcome Sequence Emails
Emails in the welcome sequence will use the WL (Welcome) type appeal codes in all the emails.
The utm_campaign should be "welcome" for the generic welcome-type emails, or an appropriate campaign type for the emails which are promoting an appeal or action.
The utm_source will be "email-welcome" for all emails in the sequence and utm_medium will be "email".
Any share buttons in the linked-to actions or donation pages will use the appropriate Appeal or Campaign type appeal codes.
For direct links only - this is NOT for share buttons
Use the "Thankyou" option for Type when setting up the Supporter Fundraising appeal code and set the campaign utm to match the theme of the campaign the auto-responder thank you email belongs to. Here is an example of how an auto-responder link pointing to an engaging networks page should look:
https://action.ciwf.org.uk/page/134523/action/1?ea.tracking.id=email-thankyou&supporter.appealCode=TYEM_UK1023&utm_campaign=transport&utm_source=email-thankyou&utm_medium=email
Supporter Fundraising Appeal Code:
Your appeal code will be using the Type option "Thankyou" and Channel option "Email" creating the letters TYEM for the Type and Sub-Type letters. eg TYEM_UK1023
Tracking id and utm parameters
Use the SalesForce url generator to generate the tracked link. The campaign utm should reflect the theme of the campaign the auto-responder thank you email belongs to. The source will be "email-thankyou" and medium "email". Add an optional "term" parameter if further definition is desired.
utm_campaign = Choose the appropriate campaign the autoresponder email belongs to e.g transport
utm_source = email-thankyou
utm_medium = email
Save and copy the generated tracking.
Links from internal sites and Google ads must contain appeal code and tracking id. No utm parameters should be present because Google Analytics will automatically add the correct utm parameters. Here is an example:
https://action.ciwf.org.uk/page/134523/action/1?ea.tracking.id=ciwf-homepage&supporter.appealCode=CATWE_UK0923
Note: You may see a long string after the tracked link in the browser, this is normal and comes from Google Analytics.
Internal Sites
- Food Business (Umbraco)
- CIWF domain sites (Umbraco)
- Eggtrack sites (Umbraco Microsites)
- End.It sites (Impact Stack/More Onion)
- Better Chicken (Umbraco Microsite)
- Shopify
Supporter Fundraising Appeal Code:
Your appeal code will be using the "Channel" option "Web" creating the letters WE, or "Google ads" creating the letters GA, after the Type and Sub-Type letters. eg CAPWE_UK1023 or DRGGA_IT1023
Use the URL Generator tab in Sales Force after creating your appeal code to generate the tracked url.
Tracking id and utm parameters
Enter the destination url in the "EN Default URL" field.
To generate a URL without these utm parameters, double click on the box or click on the pencil icon to edit the field 'UTM Parameters Not Required':
UTM parameter options become disabled and the "tracking-id" drop-down is enabled.
Select the appropriate value for "EA Tracking ID"
Press “Save” and you will see that a shorter URL, without UTM Parameters has been generated:
Use the “Copy URL to clipboard” button to copy and then paste the generated url.
Optional Parameters
Add optional parameters for donation links to direct users to the single or monthly version of the form and or pre-set a donation amount. Add optional "Term" for further definition of parameter types.
Specify single or regular = single/regular
Specify donation amount = enter a figure only eg 10
Term = free text field
Engaging Networks Pages
Linking to an Engaging Networks page from another Engaging Networks page requires only adding "?chain" to the end of the url. This carries forward any tracking information from the source.
These links must contain full tracking. Here is an example of a fully tracking link containing an appeal code, tracking id and utm parameters:
https://action.ciwf.org.uk/page/134523/action/1?ea.tracking.id=email-enews&supporter.appealCode=CATFB_UK1023_S&utm_campaign=transport&utm_source=facebook&utm_medium=shared
The tracking id will always match whatever has been selected for the source utm parameter.
Supporter Fundraising Appeal Code:
The appeal code would use one of the social platform "Channel" options depending on where the link was being placed. You will also need to select "Shared" from the Initial/Reminder/Follow-up/Shared field.
Example appeal code: CATFB_UK1023_S
Tracking id and utm parameters
Use the URL Generator tab in Sales Force after creating your appeal code to generate the tracked url.
Enter the destination url in the "EN Default URL" field.
Select the mandatory parameters required:
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate social platform. This relates to the origin of where the link is being placed
utm_medium = Shared
Optional Parameters
Add optional parameters for donation links to direct users to the single or monthly version of the form and or pre-set a donation amount. Add optional "Term" for further definition of parameter types.
Specify single or regular = single/regular
Specify donation amount = enter a figure only eg 10
Term = free text field
These links must contain full tracking. Here is an example of a fully tracking link containing an appeal code, tracking id and utm parameters:
https://action.ciwf.org.uk/page/134523/action/1?ea.tracking.id=email-enews&supporter.appealCode=CATFB_UK1023&utm_campaign=transport&utm_source=facebook&utm_medium=ciwf
The tracking id will always match whatever has been selected for the source utm parameter.
Supporter Fundraising Appeal Code:
The appeal code would use one of the social platform "Channel" options depending on where the link was being placed.
Example appeal code: CATFB_UK1023
Tracking id and utm parameters
Use the URL Generator tab in Sales Force after creating your appeal code to generate the tracked url.
Enter the destination url in the "EN Default URL" field.
Select the mandatory parameters required:
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate social platform. This relates to the origin of where the link is being placed
utm_medium = ciwf
Optional Parameters
Add optional parameters for donation links to direct users to the single or monthly version of the form and or pre-set a donation amount. Add optional "Term" for further definition of parameter types.
Specify single or regular = single/regular
Specify donation amount = enter a figure only eg 10
Term = free text field
Boosted Posts On Social Platforms
Lookalike or interest audience
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate platform for the boosted post eg facebook
utm_medium = cpc
utm_term = leadgen
Existing Supporters
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate platform for the boosted post eg facebook
utm_medium = cpc
These links must contain full tracking. Here is an example of a fully tracking link containing an appeal code, tracking id and utm parameters:
https://action.ciwf.org.uk/page/134523/action/1?ea.tracking.id=email-enews&supporter.appealCode=CATOL_UK1023&utm_campaign=transport&utm_source=link&utm_medium=QR-code
The tracking id will always match whatever has been selected for the source utm parameter.
Supporter Fundraising Appeal Code:
Set up the appeal code select an appropriate "Type" "Sub-Type" and "Channel" option depending on where the link is being placed.
Tracking id and utm parameters
Use the URL Generator tab in Sales Force after creating your appeal code to generate the tracked url.
Enter the destination url in the "EN Default URL" field.
Select the mandatory parameters required:
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate source. This relates to the origin of where the link is being placed
utm_medium = Choose the appropriate medium. This relates to the platform in which the link is contained
Optional Parameters
Add optional parameters for donation links to direct users to the single or monthly version of the form and or pre-set a donation amount. Add optional "Term" for further definition of parameter types.
Specify single or regular = single/regular
Specify donation amount = enter a figure only eg 10
Term = free text field
Note: Engaging Networks pages being linked to from paid adverts or automation sequences should be duplicated so the performance of the ad or sequence can be reported on separately from the general traffic. See our guide on Paid Facebook Ads for more info.
Boosted Posts On Social Platforms
Lookalike or interest audience
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate platform for the boosted post eg facebook
utm_medium = cpc
utm_term = leadgen
Existing Supporters
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate platform for the boosted post eg facebook
utm_medium = cpc
Other Internal Web Page
These sites include:
- Food Business
- CIWF domain Umbraco sites
- Eggtrack sites
- End.It sites
- Better Chicken
Special Notes
END.IT: If the journey includes any EN pages, e.g. there is an EN thank you donation page that the user is redirected to after signing the Impact Stack END.IT petition, then an appeal code needs to be set up and the link pointing to the END.IT page should be treated in the same way as an Engaging Networks page link.
PDFs: "
PDFs: Google Analytics will automatically track the necessary data when a PDF file hosted in our Umbraco media library if linked to from an Umbraco web page. However, links cannot be tracked from other sources eg Email, Engaging Networks pages, Impact Stack pages etc therefore no tracking is required for these types of links."
What is the link location?
If your link points to a ciwf owned website page you won't need an appeal code but you will need utm tracking.
Internal sites include:
- CIWF websites
- Food Business websites
- EggTrack Microsites
- Better Chicken
- END.IT*
*END.IT: If the journey includes any Engaging Networks pages, e.g. there is an EN thank you donation page that the user is redirected to after signing the Impact Stack END.IT petition, then an appeal code needs to be set up and the link pointing to the END.IT page should be treated in the same way as an Engaging Networks page link.
Use this Google Analytics spreadsheet to create the tracked url without an appeal code. Only use this spreadsheet when an appeal code is not needed.
Enter the destination url in column A. Select the appropriate utm options from the dropdown menus in columns B, C and D.
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = email-action / email-appeal / email-enews / email-event / email-fundraising / email-stewardship / email-reactivation / email-re-engagement / email-welcome / email-thankyou
utm_medium = email
Optional Parameters
Add optional "Keyword (term)" for further definition of parameter types.
Keyword (Term) = free text field
Copy the auto-generated url from column G.
No tracking is required in this case. Google Analytics is able to track links that point from one internal page to another.
Internal sites include:
- Engaging Networks pages
- CIWF websites
- Food Business websites
- EggTrack Microsites
- Better Chicken
- END.IT
END.IT PETITION LINKS
Please check links point to and advertise the country pages. The domain should include a hyphen and the two-letter country code. eg https://ciwf-it.end.it/it/salute/ not the international page version (https://ciwf.end.it/it/salute/)
If your link points to a ciwf owned website page you won't need an appeal code but you will need utm tracking.
Internal CIWF owned sites include:
- CIWF websites
- Food Business websites
- EggTrack Microsites
- Better Chicken
- END.IT
*END.IT: If the journey includes any Engaging Networks pages, e.g. there is an EN thank you donation page that the user is redirected to after signing the Impact Stack END.IT petition, then an appeal code needs to be set up and the link pointing to the END.IT page should be treated in the same way as an Engaging Networks page link.
Use this Google Analytics spreadsheet to create the tracked url without an appeal code. Only use this spreadsheet when an appeal code is not needed.
Enter the destination url in column A. Select the appropriate utm options from the dropdown menus in columns B, C and D.
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = facebook / whatsapp / linkedin / eafemail / twitter
utm_medium = Shared
Optional Parameters
Add optional "Keyword (term)" for further definition of parameter types.
Keyword (Term) = free text field
Copy the auto-generated url from column G.
If your link points to a ciwf owned website page you won't need an appeal code but you will need utm tracking.
Internal CIWF owned sites include:
- CIWF websites
- Food Business websites
- EggTrack Microsites
- Better Chicken
- END.IT
*END.IT: If the journey includes any Engaging Networks pages, e.g. there is an EN thank you donation page that the user is redirected to after signing the Impact Stack END.IT petition, then an appeal code needs to be set up and the link pointing to the END.IT page should be treated in the same way as an Engaging Networks page link.
Use this Google Analytics spreadsheet to create the tracked url without an appeal code. Only use this spreadsheet when an appeal code is not needed.
Enter the destination url in column A. Select the appropriate utm options from the dropdown menus in columns B, C and D.
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = facebook / instagram / linkedin / youtube / twitter
utm_medium = ciwf
Optional Parameters
Add optional "Keyword (term)" for further definition of parameter types.
Keyword (Term) = free text field
Copy the auto-generated url from column G.Paid
Boosted Posts On Social Platforms
Lookalike or Interested Audience
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate platform for the boosted post eg facebook
utm_medium = cpc
utm_term = leadgen
Existing Supporters
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate platform for the boosted post eg facebook
utm_medium = cpc
External locations include:
- Save Our Antibiotics
- Extinction conference
- Meta Ads (excluding Google Ads)
- Offline & Postal
- Anything else!
If your link points to a ciwf owned website page you won't need an appeal code but you will need utm tracking.
END.IT: If the journey includes any Engaging Networks pages, e.g. there is an EN thank you donation page that the user is redirected to after signing the Impact Stack END.IT petition, then an appeal code needs to be set up and the link pointing to the END.IT page should be treated in the same way as an Engaging Networks page link.
Use this Google Analytics spreadsheet to create the tracked url without an appeal code. Only use this spreadsheet when an appeal code is not needed.
Enter the destination url in column A. Select the appropriate utm options from the dropdown menus in columns B, C and D.
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = appeal / article / print / mesopinions / care2 / fav / link / facebook / Instagram
utm_medium = External / offline / QR-code / cpc
Optional Parameters
Add optional "Keyword (term)" for further definition of parameter types.
Keyword (Term) = free text field
Content = Must be used on Facebook and Instagram paid advert campaigns. See the Facebook Campaign Guide for more information on link tracking for these kinds of ads.
Copy the auto-generated url from column G.
Boosted Posts On Social Platforms
Lookalike or interest audience
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate platform for the boosted post eg facebook
utm_medium = cpc
utm_term = leadgen
Existing Supporters
utm_campaign = Choose the appropriate campaign e.g cageage Relates to the main theme or purpose of the communication vessel
utm_source = Choose the appropriate platform for the boosted post eg facebook
utm_medium = cpc
Shopify
We track Shopify through Google Analytics so link tracking is required. Shopify counts as a fundraising page, so appeal codes are also required, however, the appeal code is included in a slightly different way.
What is the link location?
Supporter Fundraising Appeal Code:
Your appeal code will be using the "Sales" option from the "Type" menu and "Email" from the "Channel" menu creating the letters EM after the Type and Sub-Type letters. eg SAEM_UK1023_R1, SAEMa_IT1023_F, SAEM_PL1023_I
The exception will be for E-News style emails where ST or NE Type codes are used instead. See the section on E-News for details.
Tracking id and utm parameters
Use the URL Generator tab in SalesForce after creating your appeal code to generate the tracked url.
Tick the box for "Generate url for external website"
Insert the Shopify URL into the "External URL" field.
Apply the settings as shown above, with source, medium and campaign changing depending on the location of the link. You need to paste the appeal code into the content field.
Once you have the link generated, remove the yellow portion highlighted in the URL: "supporter.appealCode=XXXXXX&", keep the question mark before "supporter" and delete everything up to, and including, the "&".
The final result should look like this:
https://ciwf-italia.myshopify.com/products/christmas-cards?utm_campaign=shop&utm_source=email-indirectgifts&utm_medium=email&utm_content=SAEM_IT0820
If you keep "supporter.appealCode=XXXXXX&" in the URL, this will not break anything, but it is not required.
utm_campaign = shop
utm_source = Select the primary purpose of the email type from the source list: email-indirectgifts / email-action / email-appeal / email-enews / email-thankyou / email-welcome / email-stewardship / email-event
utm_medium = email
utm_content = Your appeal code eg SAEM_IT0820
Optional Parameters
Add optional "Term" for further definition of parameter types.
Term = free text field
Internal sites include:
- Engaging Networks pages
- CIWF websites
- Food Business websites
- EggTrack Microsites
- Better Chicken
- END.IT
- Google Ads
Appeal Code:
Your appeal code will be using the "Sales" option from the "Type" menu creating the letters SA, and from the "Channel" menu, select either "Web" creating the letters WE, or "Google ads" creating the letters GA, after the "Type" letters. eg SAWE_UK1023 or SAGA_IT1023
Tracking id and utm parameters
In this case, because we are linking between websites we own, we do not need full tracking. All you need to do is append ?utm_content="[insert appeal code here]" to the end of the Shopify page URL. E.g.
https://ciwf-italia.myshopify.com/products/christmas-cards?utm_content=SAGA_IT0820
Use the URL Generator tab in Sales Force after creating your appeal code to generate the tracked url.
Tick the box for "Generate url for external website"
Insert the Shopify URL into the "External URL" field.
Tick the "utm parameters are not required" check box.
Then paste the appeal code into the content field.
Once you have the link generated, remove the yellow portion highlighted in the URL: "supporter.appealCode=XXXXXX&", keep the question mark before "supporter" and delete everything up to, and including, the "&".
The final result should look like this:
https://ciwf-italia.myshopify.com/products/christmas-cards?utm_content=SAGA_IT0820
If you keep "supporter.appealCode=XXXXXX&" in the URL, this will not break anything, but it is not required.
utm_content = Your appeal code eg SACAEM_IT0820
Optional Parameters
Add optional "Term" for further definition of parameter types.
Term = free text field
Supporter Fundraising Appeal Code:
Your appeal code will be using the "Sales" option from the "Type" menu creating the letters SA. Then select one of the social platform options from the "Channel" menu depending on where the link is being placed. You will also need to select "Shared" from the Initial/Reminder/Follow-up/Shared field.
Example appeal code: SAWA_UK1023_S
Tracking id and utm parameters
Use the URL Generator tab in Sales Force after creating your appeal code to generate the tracked url.
Tick the box for "Generate url for external website"
Insert the Shopify URL into the "External URL" field.
Apply the settings as shown above, with source, medium and campaign changing depending on the location of the link. You need to paste the appeal code into the content field.
Once you have the link generated, remove the yellow portion highlighted in the URL: "supporter.appealCode=XXXXXX&", keep the question mark before "supporter" and delete everything up to, and including, the "&".
The final result should look like this:
https://ciwf-italia.myshopify.com/products/christmas-cards?utm_campaign=shop&utm_source=whatsapp&utm_medium=shared&utm_content=SAWA_IT0820
If you keep "supporter.appealCode=XXXXXX&" in the URL, this will not break anything, but it is not required.
utm_campaign = shop
utm_source = facebook / whatsapp / linkedin / eafemail / twitter
utm_medium = Shared
utm_content = Your appeal code eg SAWA_IT0820
Optional Parameters
Add optional "Term" for further definition of parameter types.
Term = free text field
Supporter Fundraising Appeal Code:
Your appeal code will be using the "Sales" option from the "Type" menu creating the letters SA. Then select one of the social platform options from the "Channel" menu depending on where the link is being placed.
Example appeal code: SAFB_UK1023
Tracking id and utm parameters
Use the URL Generator tab in Sales Force after creating your appeal code to generate the tracked url.
Tick the box for "Generate url for external website"
Insert the Shopify URL into the "External URL" field.
Apply the settings as shown above, with source, medium and campaign changing depending on the location of the link. You need to paste the appeal code into the content field.
Once you have the link generated, remove the yellow portion highlighted in the URL: "supporter.appealCode=XXXXXX&", keep the question mark before "supporter" and delete everything up to, and including, the "&".
The final result should look like this:
https://ciwf-italia.myshopify.com/products/christmas-cards?utm_campaign=shop&utm_source=facebook&utm_medium=ciwf&utm_content=SAFB_IT0820
If you keep "supporter.appealCode=XXXXXX&" in the URL, this will not break anything, but it is not required.
utm_campaign = shop
utm_source = facebook / instagram / linkedin / twitter
utm_medium = ciwf
utm_content = Your appeal code eg SAFB_IT0820
Optional Parameters
Add optional "Term" for further definition of parameter types.
Term = free text field
Supporter Fundraising Appeal Code:
Your appeal code will be using the "Sales" option from the "Type" menu creating the letters SA. Then select the appropriate "Channel" for the external location.
Tracking id and utm parameters
Use the URL Generator tab in Sales Force after creating your appeal code to generate the tracked url.
Tick the box for "Generate url for external website"
Insert the Shopify URL into the "External URL" field.
Apply the settings as shown above, with source, medium and campaign changing depending on the location of the link. You need to paste the appeal code into the content field.
Once you have the link generated, remove the yellow portion highlighted in the URL: "supporter.appealCode=XXXXXX&", keep the question mark before "supporter" and delete everything up to, and including, the "&".
The final result should look like this:
https://ciwf-italia.myshopify.com/products/christmas-cards?utm_campaign=shop&utm_source=link&utm_medium=external&utm_content=SAWE_IT0820
If you keep "supporter.appealCode=XXXXXX&" in the URL, this will not break anything, but it is not required.
utm_campaign = shop
utm_source = appeal / article / print / mesopinions / care2 / fav / link / facebook / Instagram
utm_medium = External / offline / QR-code / cpc
utm_content = Your appeal code eg SAWE_IT0820
Optional Parameters
Add optional "Term" for further definition of parameter types.
Term = free text field
Tracked External Sites
If your link points to one of these sites it's a site that is an external site and not owned by us but links require utm tracking.
Tracked External Sites
- Save Our Antibiotics
- Extinction conference
Use this Google Analytics spreadsheet to create the tracked url without an appeal code. Only use this spreadsheet when an appeal code is not needed.
Enter the destination url in column A. Select the appropriate utm options from the dropdown menus in columns B, C and D.
utm_campaign = Choose the appropriate campaign e.g antibiotics Relates to the main theme or purpose of the communication vessel
utm_source = Relates to the origin of where the link is being placed
utm_medium = Relates to the platform in which the link is contained
Optional Parameters
Add optional "Keyword (term)" for further definition of parameter types.
Keyword (Term) = free text field
Copy the auto-generated url from column G.
Social Media Platforms
When pointing a link to a social media platform such as Facebook timeline, YouTube channel, Instagram or Twitter feed, these are all external platforms. Like other organisations websites, we don't need tacking on these kinds of links.
Raffle and Lottery Sites
Tracked links should be provided by CFP. Variants should be created for initial broadcast emails, reminder emails, share links, and web pages. While the make-up of the links will vary from our own structure a clear definition of the date, source and medium should be identifiable and relatable to the platform the links are being placed to.
Here is an example of a raffle link for an initial email sent in Oct 2023 for the UK:
https://www.raffleplayer.com/ciwf/play?email=RAEM_UK1023_I
&utm_source=RAEM_UK1023_I
&utm_medium=email
&utm_campaign=AutumnRaffle23
Appeal Codes
Supporter Fundraising Appeal Code
All CIWF action pages and donation pages are created in Engaging Networks. Any link that has a donation ask anywhere in the journey MUST use an appeal code. Create the Supporter Fundraising appeal code in SalesForce, then use the URL Generator to create the tracked link for that code. Use the links above to help you define the correct tracking.
Use the Cheat Sheet to help you work out the correct make-up of the code you need and find training links on how to create parent and child codes for a campaign. When creating a new appeal code for a journey that will have a donation ask always select the first option in the menu Supporter Fundraising.
Email E-News
Links in these types of emails; where there are a collection of stories or round-up of recent promotions. These types of emails are considered E-News. E-News emails will point to lots of different landing pages.
The appeal codes for E-News
All links that point to Engaging Networks, Shopify or END.IT landing pages that will include a financial transaction will need a Supporter Fundraising appeal code as normal.
All the links in the E-News email should use an appeal code of the Type "Newsletter" NEEM_US0223... or "Stewardship" STEM_US0223... Either is fine to use.
The date should match the date the email is being sent out so an E-News email going out in February 2023 would have a code like this "NEEM_US0223" or this "STEM_US0223"
Each of the codes created for the different types of campaigns should sit under the parent campaign that the link relates to. eg if some links point to the EOTL appeal the ST or NE appeal code gets created under the EOTL appeal parent code. Other links might point to a Utah petition for animal welfare, the ST/NE appeal code sits under that campaign's parent code.
Add segment letters for each link type eg a = all the EOTL appeal links, b = all the Utah petition links etc.
With your appeal code created, use the URL Generator to create the UTM tracking using the guide notes above.
EN Campaign Codes
On occasion, there will be requirements to create links to Engaging Networks pages that don't have a donation ask in the journey. Such pages would usually be Data Capture type pages for email sign-up for example, or to receive an information pack. Occasionally there may be a petition or email to target action.
A Salesforce code is always needed for links pointing to Engaging Networks pages, but in these cases select "EN Campaign" from the selection menu upon creating a new code.
There will be reduced options available to select from.
The makeup of the code will be a little different from the usual Supporter Fundraisings type codes.
The examples show the main different options you would select for Type and Sub-Type.
- DCOD_US0822_C_020788 = Data Capture Other Data Capture
- DCAP_US0822_C_020788 = Data Capture Advocacy Petition
- ET_UK0623_C_027697 = Email to Target (no sub-type required)
The Campaign Name of the parent code must match the name of the Engaging Networks page.
Select the appropriate Type value;
- Data Capture (use this option for petitions with no donation ask and any other data capture or sign up pages)
- Email To Target
Data Capture Type has a Sub-Type menu with two options;
- Advocacy Petition
- Other Data Capture - used for anything other than petitions.
Create a new variant for each platform, email broadcast, share platforms etc. The six digit id on the end of the code is unique each time and new code is created.
Use the URL Generator to create the UTM tracking using the guide notes above.
Understanding UTM naming: cheat sheet
While, generally speaking, it will be clear which campaign, source, and medium are appropriate in each case, there are a few which have could be interpreted in various ways. As above, the options available are:
Campaign
| Campaign | Notes |
|---|---|
| Antibiotics | Campaigns about antibiotics |
| Books | Book launches, promotions, sales and events |
| Broilers | Campaigns about chickens raised for meat |
| Cageage | Campaigning about caged farming in general, could apply to various animal species |
| Cloning | Campaigning about animal cloning |
| Compassion | Catch all for things related to Compassion, but not a specific campaign, eg jobs, about our work, about our trustees/high profile supporters, homepage, |
| Community | Community fundraising activities such as sporting activities, collection tins, bake sales, competitions etc |
| Dairy | Campaigns about dairy cows and calves |
| Donate | For links to donation pages without a particular theme (either on the page or in the ask linking to the page) Upgrade, Gift Aid, Re-Activation should use this parameter |
| ECI | Specifically related to European Citizen Initiative (ECI) campaigns. |
| Education | For themes about education, schools, learning etc |
| Egglayinghens | For campaigns about egg laying hens or eggs in general |
| Factoryfarming | Catchall for things related to FF, but not covered by one of our specific campaigns, eg environmental damage, food poverty, pandemics, human health. Use this for the "End Of The Line / END.IT" campaign. |
| Fish | For campaigns about all aquatic life forms eg fish, octopus, crustaceans etc |
| Foigras | For campaigns relating to foigras |
| Food | For links about food products, food technology, recipes etc |
| FoodBusiness | For anything related to the Food Business arm of our organisation. Business to business, food corporations, retailers etc |
| Labelling | For campaigns about labeling on food packaging |
| Legacy | For anything related to Wills, legacy donations |
| Pigs | Campaigns related to pig welfare |
| Politics | For political matters that either aren’t on a specific campaign or cover several eg Brexit, elections, trade deals, |
| prizedraw | For gambling type activities eg Raffle, Lottery. |
| Rabbits | Campaigns related to rabbit welfare |
| Regeneration | Campaigns about regenerative farming |
| Seasonal | For holiday-themed communications eg Christmas, New Year, Mothersday, Valentine's, Easter, Halloween, Thanks Giving etc Not Christmas card sales or Year End Emails |
| Shop | For e-commerce eg shopify stores where merchandise/cards/books etc are being sold. |
| Slaughter | For campaigns about slaughter practices, slaughter laws etc |
| Stewardship | Non-campaign, non-seasonal messaging. Mainly informative, good news, updates, thanking, events |
| Transport | For campaigns related to the live transportation of farm animals |
| Welcome | For initial welcome emails for new supporters, usually in a welcome sequence |
Source
| Source | Notes |
|---|---|
| Appeal | NOT AN APPEAL EMAIL, but other appeals (eg postal) |
| Care2 | Coalition campaigns with care2 organisation |
| eafemail | This is to use for email share buttons (stands for ‘email a friend email’) |
| Email-appeal | All kinds - direct donation asks usually themed but not always, appeal, crowdfunder, legacy/gifts in Wills etc) Links will point directly to a donation page or a page about leaving a legacy/Will. (Gifts through tax, re-activation, upgrade have their own parameters - see below) |
| Email-action | Action emails asking supporters to sign a petition, email a target, to fill in a data capture form, social media actions |
| Email-enews | Emails that are a collection of stories from the recent past |
| Email-Reactivation | For emails asking lapsed regular donors to re-start their regular gifts |
| Email-indirectgifts | For donations received through indirect sources such as a fundraising event, competition, bake sale, shop, raffle, lottery, book sales etc |
| Email-Re-engagement | For emails trying to re-engage supporters who have not interacted with our emails for a period of time |
| Email-stewardship | For updates on campaigns (not asking supporters to take action), for eg happy new year emails, general information, updates on the outcome of a campaign, impact report publication etc can include a soft donation ask but is principally about sharing news or thanking supporters in a general way. |
| Email-taxrelief | For broadcast emails asking supporters to increase the value of their gift through tax relief/gift aid. |
| Email-upgrade | For use on upgrade broadcast emails asking regular donors to increase their regular gift donation amount. |
| Email-welcome | For welcome sequence emails |
| Email-thank you | For auto-responder emails only. Thank you email thanking supporters for taking an action or donating. |
| Facebook share buttons, posts and ads | |
| FAV | UK only - urls created for use in Farm Animal Voice magazine |
| Google ads | |
| Instagram posts and ads | |
| Link | For things not from a specific platform, eg short URLs for sharing (in this case, medium would be set to ‘shared’), external websites (medium would be ‘external’ e.g When an external group (company, organisation) wants to link to our site.) |
| LinkedIn share buttons, posts and ads | |
| MesOpinions | For France only - use with MesOpinions |
| For non digital platforms such as paper billboards and other printed media. Not for postal appeals, use appeal for | |
| Sms-appeal | Appeal sms campaigns (all kinds - direct donation asks usually themed but not always, crowdfunder, gift aid/gift through tax, regular donation upgrade etc) |
| Sms-action | Action sms campaign asking supporters to sign a petition, email a target, to fill in a data capture form |
| Telegram | Telegram share - only some countries use this platform |
| TikTok | Tiktok share - only some countries use this platform |
| Twitter share buttons and posts | |
| WhatsApp share | |
| YouTube | YouTube posts |
Medium
| Medium | Notes |
|---|---|
| CIWF | This will usually be for social media posts we make. Not shared posts, but things we put out via our Facebook, Twitter etc account timelines |
| CPC | For paid social media ads and SMS campaigns |
| For emails we send out (can be paid for emails sent on our behalf), but if you are creating a share by email link, then the medium should be ‘shared’ | |
| External | For when other organisations or companies want to place a link to us on their website |
| Offline | Anything non-digital, billboard ads etc |
| QR Code | For links on QR Codes |
| Shared | For use on share buttons and short urls |
Term/Keyword and Content
Term or Keyword:
A free-form text field that can be used to add additional information to the link tracking when further definition or customisation is desired.
Term must also always be used on Facebook and Instagram paid adverts. See the Facebook Campaign guide for more information.
Content:
Must be used on Shopyify links. See the section on Shopify links for more information.
Otherwise this field is not used.
End.IT Petition Links
Does the journey contain a donation ask? e.g. there is an EN thank you donation page that the user is redirected to after signing the Impact Stack END.IT petition.
Links from Umbraco pages:
- No: no tracking required - our Google Analytics adds it automatically.
- Yes: the link pointing to the END.IT page should be treated in the same way as an Engaging Networks page link. Appeal code is required, no utm parameters.
Links from broadcast emails or thank you emails:
- No: requires utm tracking only. Use the Google Analytics Excel sheet to create your links.
- Yes: the link pointing to the END.IT page should be treated in the same way as an Engaging Networks page link. Full tracking required.
Links in social share messages and timeline social posts:
- No: requires utm tracking only. Use the Google Analytics Excel sheet to create your links.
- Yes: the link pointing to the END.IT page should be treated in the same way as an Engaging Networks page link. Full tracking required.
Notes:
Please also check links point to and advertise the country pages. The domain should include a hyphen and the two-letter country code. eg https://ciwf-it.end.it/it/salute/ not the international page version (https://ciwf.end.it/it/salute/)
Welcome Automation / Program Sequences
Emails in the welcome sequence will use the WL (Welcome) type appeal codes in all the emails.
The utm_campaign should be "welcome" for the generic welcome-type emails, or an appropriate campaign type for the emails which are promoting an appeal or action.
The utm_source will be "email-welcome" for all emails in the sequence and utm_medium will be "email".
Any share buttons in the linked-to actions or donation pages will use the appropriate Appeal or Campaign type appeal codes.
Engaging Networks pages being linked to from paid adverts or automation sequences should be duplicated so the performance of the ad or sequence can be reported on separately from the general traffic.
Appendix - Tracking Destination and Link Location Terms
Link Destination Definitions
Internal Sites
- All Engaging Networks pages
- Food Business (Umbraco)
- CIWF domain sites (Umbraco)
- Eggtrack and End The Cage Age sites (Umbraco Microsites)
- End.It sites (Impact Stack/More Onion)
- Better Chicken (Umbraco Microsite)
- Shopify
Tracked External Sites
These are sites we don't own but we can source tracking data from, therefore we need utm tracking on links pointing to them.
- Save Our Antibiotics
External Sites
- Extinction conference ticket booking system
- Social Media Pages
- Meta Ads (excluding Google Ads)
- Offline & Postal
- Anything else!
