A UTM campaign parameter (also called a UTM code) is a tag often added to URLs to help you analyze your website traffic using Google Analytics. The UTM parameters supported by TurboVote show how users interact with your TurboVote campaigns and allow you to track which engagement efforts are most effective. When a user clicks a TurboVote URL with one or more UTM parameters, the associated data is sent to both Google Analytics and saved to any TurboVote account created during the session.
Supported UTM Parameters
How does UTM tracking work?
UTM parameters are useful for understanding user behavior. Parameters are added to the end of a URL to track the success of marketing campaigns across traffic sources, such as social media, email, or ads. They allow Google Analytics to identify the specific campaign, source, and medium driving traffic.
By adding UTM parameters to the URLs you share as part of your TurboVote campaigns, you can easily track how your engagement efforts result in TurboVote signups. Once a user signs up for a TurboVote account using a URL containing UTM parameters, the tags in the URL are associated with their new account. This data gives you a clearer picture of where your TurboVote users are coming from and which channels are most effective at converting new users. UTM parameters work with all TurboVote signup experiences.
What UTM parameters does TurboVote support?
TurboVote supports five standard UTM parameters: utm_source, utm_medium, utm_campaign, utm_term, utm_content. You can provide tags for each of these parameters. Use only letters, numbers, and dashes in UTM parameters. Google Analytics provides a tool for building URLs with UTM parameters.
For demonstrative purposes, this example TurboVote URL includes all five parameters.
https://{partner-hostname}.turbovote.org/?lang=en&utm_source=newsletter&utm_medium=social&utm_campaign=springfling&utm_term=register&utm_content=banner-adThis table explains the function of each parameter and identifies each code within the example TurboVote URL.
| Parameter | Description | Example TurboVote Destination Site URL |
utm_source |
Identifies the specific website, platform, or referrer sending traffic (e.g., facebook, newsletter). This is where a user originated when they clicked your link. | https://{partner-hostname}.turbovote.org/?lang=en&utm_source=newsletter&utm_medium=social&utm_campaign=springfling&utm_term=register&utm_content=banner-ad |
utm_medium |
Describes the marketing type or channel (e.g., cpc, social, email). This associates the user signup with a particular category of outreach. | https://{partner-hostname}.turbovote.org/?lang=en&utm_source=newsletter&utm_medium=social&utm_campaign=springfling&utm_term=register&utm_content=banner-ad |
utm_campaign |
Names the specific marketing effort, promotion, or strategy (e.g., summer-sale, q2-retargeting). This demonstrates which engagement initiatives generate the greatest reach and conversion. | https://{partner-hostname}.turbovote.org/?lang=en&utm_source=newsletter&utm_medium=social&utm_campaign=springfling&utm_term=register&utm_content=banner-ad |
utm_term |
Used for paid ads to identify the specific keywords being targeted. This helps you understand which keywords are driving traffic to your site. | https://{partner-hostname}.turbovote.org/?lang=en&utm_source=newsletter&utm_medium=social&utm_campaign=springfling&utm_term=register&utm_content=banner-ad |
utm_content |
Helps differentiate between ads or links that point to the same URL (e.g., text-link, banner-ad). This is useful if you include multiple CTAs on the same page. | https://{partner-hostname}.turbovote.org/?lang=en&utm_source=newsletter&utm_medium=social&utm_campaign=springfling&utm_term=register&utm_content=banner-ad |
Using UTMs With Embeds
You can use UTM parameters when you embed TurboVote on your website. The example URL below appends five UTM parameters (utm_source, utm_medium, utm_campaign, utm_term, and utm_content) after ?, each separated by &.
http://planmyvote.org/?utm_source=newsletter&utm_medium=social&utm_campaign=springfling&utm_term=register&utm_content=banner-adNote: There is no need to include the tv- prefix used for Embed Page Transport URLs on UTMs. You can combine UTMs with other parameters that require the tv- prefix. For example, the following link overrides the default referral code and adds a UTM parameter.
http://planmyvote.org/?utm_source=newsletter&tv-r=launchUsing UTMs With a TurboVote Destination Site
You can also add UTM parameters to a TurboVote destination site URL. The example URL below includes five UTM parameters (utm_source, utm_medium, utm_campaign, utm_term, and utm_content) after ?, each separated by &.
http://example.turbovote.org/?utm_source=newsletter&utm_medium=social&utm_campaign=springfling&utm_term=register&utm_content=banner-adAccessing UTM Data
You can access UTM data using the User Export and the TurboVote Bulk Export API.
The CSV file that you receive will include fields for utm_source, utm_medium, utm_campaign, utm_term, utm_content. These details will populate for users who signed up for TurboVote using a URL with UTM parameters.
Still have questions? Reach out to your TurboVote Partner Manager or contact partnerships@democracy.works for support.