Go Back

URL tagging with Piwik PRO URL Builder Tool

July 3, 2018

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 is supporting this nomenclature as well along with its own, very similar taking. And instead of utm_ in the parameter name, Piwik is recognizing pk_ too.

Let’s talk about those parameters:

  • utm_campaign (pk_campaign) – campaign name, eg. Winter_Promo
  • utm_source (pk_source) – source of the click, eg. google
  • utm_medium (pk_medium) – by what medium this link was seen and clicked, eg. cpc
  • utm_term (pk_term) – identifies search terms, eg. winter_coat
  • utm_content (pk_content) – identifies what specifically was clicked to bring the user to the site, such as a banner ad or a text link, eg. promo_banner
  • utm_id (pk_id) – ID of the campaign, eg. 4353ef45fwf34
  • To create comprehensive report we are using first three parameters which is completely complementary. Using those parameters will ensure data in following reports under Referrers > 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 this creator: 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 take a bigger picture – an example of a tagged link.

    https://www.example.com?

    pk_campaign=Search_Custom_Development_Services

    &

    pk_source=google

    &

    pk_medium=cpc

    This link is used in:

    Google AdWords (pk_source=google&pk_medium=cpc)
    search campaign (pk_campaign=Search_.)
    about Custom Development Services (pk_campaign=…Custom_Development_Services)