UTM tags
A UTM tag is an addition to a page address that shows where a visitor came from: which campaign, which platform, and which ad type. For example:
https://www.workzeal.com/blog/newmarkets?utm_campaign=spring_sale&utm_source=partners&utm_medium=cpm
Building such links by hand takes time and is error-prone. In WorkZeal, a wizard does this for you: you select the campaign, platform, and ad type, and then copy the finished link into your ad account. You can create as many tags as you like, for example, a separate one for each platform: Google, Facebook, Telegram, email campaigns, SMS.
When a client follows such a link and submits a request through a web form or chat widget, the tag values are saved in their card on the Marketing tab.
What you can do
- Create a tag in the wizard
- Copy the final link
- Find the tags for a campaign
- Disable a tag you no longer need
What a tag consists of
The wizard builds three required parameters:
| Parameter | What it means | Example |
|---|---|---|
| utm_campaign | The ad campaign, taken from the Ad campaigns directory | spring_sale |
| utm_source | The traffic source, that is, the ad platform | google, facebook, partners |
| utm_medium | The ad type | cpc for pay per click, cpm for pay per impression, email |
For more on how UTM tags work, see Wikipedia.
How to create a tag
Open Settings → Marketing → UTM tags and click Add. A four-step wizard opens.
Step 1. utm_campaign
Select an ad campaign from the list. If the one you need does not exist yet, create it right here: enter a readable name and the technical name utm_campaign, then select the new entry in the list. All campaigns are stored in the Ad campaigns directory.
Step 2. utm_source
Specify the traffic source, that is, the platform where the ad runs. Pick a ready-made option or a social media post, or set your own source on the More tab.
Step 3. utm_medium
Specify the ad type: Pay per click, Pay per impression, Email, SMS, Post, or set your own on the More tab.
Step 4. Link and saving
| Field | What to enter |
|---|---|
| Your ad link | The address of the website page the ad leads to. This page must have a WorkZeal web form or chat widget, otherwise the client data will not reach the CRM |
| Final link with tags | Built automatically: the page address plus utm_campaign, utm_source, and utm_medium. Copy this link into your ad account, post, or mailing |
| Custom name | The tag's name in the list, so it is easy to find, for example, "Spring — Google — clicks" |
Click Save.
Tip
Create a separate tag for each platform and ad type within a campaign. Then the client card shows not only the campaign but also exactly which ad worked.
Tag list
| Element | What it does |
|---|---|
| Active / All | By default, the list shows only active tags. Switch the toggle to All to see disabled ones too |
| Ad campaign | A filter: keeps only the tags of the selected ad campaign in the list |
| View | Tags are shown as tiles; the list icon on the right switches them to a table |
| Tag toggle | Enables and disables the tag, see below for details |
Disable a tag
When ads with the link are no longer running, turn off the tag's toggle. It disappears from the list of active tags. If you need it again, turn the toggle back on.
Warning
You cannot delete a tag: clients who came through this link are already linked to it. Instead of deleting a tag, you disable it.
Tags in requests via the API
If requests from your website come in through your own integration rather than a WorkZeal web form, UTM tags are passed in the add client method: in addition to utm_campaign, utm_source, and utm_medium, you can also pass utm_content and utm_term. See Add a client.