In order to gauge the effectiveness of different campaigns, mediums, and traffic sources, you can add standard UTM tags and other marketing attribution parameters to your HRA’s URL. This information can help you understand the effectiveness of your traffic sources, giving you a snapshot of which sources produce higher or lower visits, greater completion rates, and more.
A UTM medium tag is something that describes the general origin of the source of traffic, such as paid, organic, or referrals.
A UTM source tag is something that describes the more specific source of traffic, such as LinkedIn, Twitter, or a health fair.
A UTM campaign tag is used to describe specific campaigns that have driven traffic to your HRA, such as a “Heart Health Month” campaign or “Be Active” campaign.
A UTM content tag is used in campaigns that feature more than one asset – such as a campaign where you are promoting a landing page, a blog, and an infographic – and you want to know which asset generated the highest traffic for your campaign.
Using the form on the URLs page (accessible via the dashboard), you can automatically add UTM parameters to your HRA’s URL.
Examples of URLS with UTM tags:
https://hra.healthaware.com/v3/401033a4-2c9a-4671-9df1-57e42cc7e877?utm_source=facebook https://hra.healthaware.com/v3/401033a4-2c9a-4671-9df1-57e42cc7e877?utm_medium=email&utm_campaign=new_movers_campaign&utm_source=email35B https://hra.healthaware.com/v3/401033a4-2c9a-4671-9df1-57e42cc7e877?utm_medium=social&utm_source=twitter
Other Marketing Attribution Parameter Types
HRAs will also listen for the following tag types if manually added to the URL within the Build a URL page: