Mastering UTM Campaigns: The TLDR Version

This customer service document covers how to set up and manage dynamic campaigns using UTM parameters in the Because platform. By personalizing landing pages and using UTM-triggered content, such as top bars and cart banners, you can significantly lower customer acquisition costs (CAC) and boost conversions. We explored a real-world case study from Southern Scholar, a men’s dress sock company, which used these features to increase conversion rates by 34% and improve other key metrics. The Because platform allows for a tailored customer journey from the moment they click on an ad to checkout.

Mastering UTM Campaigns: The Full Deets

Overview

In this guide, we’ll walk you through how to use UTM parameters to create dynamic campaigns in the Because platform. This feature allows you to personalize and persist promotional messaging throughout a customer’s journey on your site, significantly boosting the effectiveness of your paid media campaigns while lowering customer acquisition costs (CAC).

Why Personalization Matters

Personalizing your landing page is crucial for maximizing the return on your paid media ads. By tailoring content to match the ad that brought a visitor to your site, you increase the likelihood of conversions, ultimately lowering your CAC. The Because app allows you to achieve this level of personalization by using UTM campaigns to display custom offers and messaging throughout the entire customer journey—from the moment they click on your ad to the checkout process.

Case Study: Southern Scholar Socks

Southern Scholar, a premium men’s dress sock company, wanted to ensure that the promotional messaging in their Facebook ads was consistently reinforced throughout their customers’ shopping journey. Using Because’s dynamic campaigns, they achieved:

• A 34% increase in conversion rates
• A 23% lift in add-to-cart rates
• 165 additional add-to-carts in just two weeks

Step-by-Step Instructions

1. Set Up UTM Parameters

UTM parameters are tags added to your URLs that help track the source and effectiveness of your marketing campaigns. In the Because platform, you can use four different UTM parameters to trigger personalized messaging:

• UTM Source: Identifies where the traffic is coming from (e.g., Facebook, Instagram).
• UTM Campaign: Identifies the specific campaign (e.g., “Fall_Sale_2024”).
• UTM Medium: Identifies the medium of the traffic (e.g., email, social, CPC).
• UTM Content: Distinguishes different ads or links within a campaign.

For Southern Scholar, they used “UTM Source” to trigger dynamic campaigns for users coming from Facebook.

2. Create Dynamic Campaigns

To create a dynamic campaign:

• Top Bar Campaign: Display a persistent top bar across all pages reminding users of the promotion they saw in the ad.
• Cart-Level Campaign: Reinforce the promotional message in the cart with a dynamic countdown that tracks the number of items added to the cart.

For example, a campaign might display a message like “Add 3 more socks to unlock the Buy 4 Get 4 Free offer!” as users interact with the site.

3. Use Persistent Messaging Across the Customer Journey

When a customer clicks on an ad and lands on your site, the UTM parameters are recognized and stored via a cookie. This allows the promotional messaging to follow the user throughout their session, from the landing page to checkout, ensuring consistent communication and a seamless experience that increases the likelihood of conversion.

4. Analyze Results

After your campaigns are live, monitor their performance:

• Conversion Rate: Track how many users complete a purchase after being exposed to the dynamic messaging.
• Add-to-Cart Rate: Measure the impact on how many users add items to their cart.
• Session Data: Analyze the sessions with dynamic messaging versus those without to assess the lift provided by the campaigns.

Additional Features & Tips

• Custom Rules: Combine UTM parameters with customer segments (e.g., new vs. returning users) for more targeted campaigns.
• Klaviyo Integration: Use Klaviyo segments in combination with UTM parameters to further personalize the user experience.
• Future Developments: The platform is working on a flow builder that will allow more complex rule sets, making it easier to manage multiple campaigns under a single rule.

Frequently Asked Questions

Q: How long do the cookies last?

A: The cookies last for the duration of the Shopify session, typically around two weeks, but this resets when the user’s session ID changes.

Q: Can I set up different messaging for returning users?

A: Yes, by using segmentation rules in combination with UTM parameters, you can create specific messages for returning users.

Q: Is there a way to track which campaigns users have been exposed to?

A: While direct integration with analytics platforms like Google Analytics isn’t currently available, you can track exposure using internal analytics and custom tracking setups.

Conclusion

Using UTM parameters with Because’s dynamic campaigns offers a powerful way to maintain and reinforce your promotional messages throughout the customer journey, ultimately leading to higher conversions and more effective paid media campaigns. By ensuring that your tailored message stays front and center, you can lower your CAC and drive conversions at every step. If you need further assistance, don’t hesitate to reach out to our support team!