Tag a page URL with the Piwik PRO URL builder

To start tracking clicks as with custom campaign name, source and medium we have to correctly tag the link which clicks to we want to track.

Marketing standard is tracking with UTM parameters. This terminology was introduced by GA’s predecessor Urchin and, consequently, is supported out-of-the-box by GA. Piwik PRO supports this nomenclature as well along with its own, very similar taking. Instead of utm_ in the parameter name, Piwik PRO recognizes pk_ too.

Let’s talk about those parameters:

  • utm_campaign or pk_campaign: a campaign name, for example, Winter_Promo.
  • utm_source or pk_source: a source of the click, for example, google.
  • utm_medium or pk_medium: a medium where a link was seen and clicked, for example, cpc.
  • utm_term or pk_term: a search term, for example, winter_coat.
  • utm_content or pk_content: a element that was clicked and brought a visitor to the site, for example, promo_banner.
  • utm_id or pk_id: and ID of the campaign, for example, 12aa00.

To create comprehensive report we are using first three parameters which is completely complementary. Using those parameters will ensure data in following reports under Aquisition > Campaigns:

Now let’s see how an example tagged link can look like (order of the parameters is not important):

https://www.example.com?pk_campaign=WinterPromo&pk_source=google&pk_medium=cpc

To create such a link we can easily use the Piwik PRO URL Builder.

You just need to fill out the values of the parameters and hit Generate URL – URL will be generated, so we don’t need to know exact names of the parameters or the link structure. This tool is also giving us an opportunity to convert the utm_ tagged link into the pk_ tagged one.

Having all the links tagged we can, without any other configuration, start to track our campaigns.

It is very important to stick to the previously planned strategy for linking. Thanks to this we will be able to quickly recognize the true source of the session.

Campaign name (utm_campaign or pk_campaign). This parameter should clearly describe the campaign which we are running. It is a good practice to add information about the source/medium in the name. It will give us possibility to create conclusion after quick look on the campaign report.

Examples of good campaign names:

  • LinkedIn_TMComparison_WP
  • Search_Custom_Development_Services
  • Display_Custom_Personalization_Services
  • Second – source name (utm_source or pk_source). This parameter is used for reporting from where the session is coming from. It can of course be duplicated with other links related to different campaigns.

Examples of good source names:

  • google
  • linkedin
  • hubspot
  • marketo
  • facebook

All the meaning of this parameter is when it is combined with:

Medium name (utm_medium or pk_medium). This is the information about the medium by which link is clicked. So for example:

  • organic
  • cpc/paid
  • post
  • mail

Let’s look at an example of a tagged link:

https://www.example.com?pk_campaign=Search_Custom_Development_Services&pk_source=google&pk_medium=cpc

This link tells us that it’s:

  • Used for Google AdWords: pk_source=google&pk_medium=cpc.
  • Used in a search campaign: pk_campaign=Search_.
  • Belongs to the campaign about Custom Development Services: pk_campaign=Search_Custom_Development_Services.
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