UTM Best Practices

My agency and I are new to Agorapulse and would love any best practices or use cases you’ve found helpful when it comes to your campaign tracking URLs! I’ve set a campaign for links we send through via community management but when it comes to content we share on a daily basis, I’m torn on best practice.

Either labeling all in a catch all of “agorapulse” or creating a tracked link for every single post we share across every single client with a unique “campaign” field. That seems like it may not be the best use of time or tracking, as we most about every other day for nine clients.

So… when sharing organic content that includes a link - what do you recommend to use for the tracked link “campaign”? Appreciate any recommendations!


Hi @ashley Sorry for the delay in responding…most of the team has been at a retreat and we are just back!

Not sure you watched this…but you might want to watch our Office Hours with @ruthbinman from our team and @theresa from Agorapulse. It’s all about UTM codes…you might find something interesting.

This might help from the Agorapulse Help Center

We, too use Agorapulse for all of the Social Media Pulse content. We create tracking links for ALL of our content. Sometimes we even add a bit.ly link with it so we can give it out publicly more easily and quickly see clicks without going into Google Analytics.

We create an individual separate link for everything.

We use a spreadsheet like this one to keep track of and make the links. Copy this one:

We have standards we follow:

utm_campaign (this is specific data) naming system based on different project names and dates
utm_medium (this is the biggest bucket) we use blog, email, organic, paid, referral, social, website as our only choices.
utm_source (this is where the link lives) we use the platform (facebook, linkedin, etc) BUT we also have all that we use a lot too that gives us ONE link for social instead of each platform. Many times we don’t care what platform performed best.
utm_content don’t always use this one…it’s for additional details and A/B testing
utm_term we don’t use this one.

Once you type everything in you “drag” column H down to give you the link. Then if we want a bit.ly we bring this link over there.

Honestly…it’s a bit of a pain to add another step to the posting process at first, but as time passes and going to the UTM worksheet gets added to our workflow it’s totally worth it because we can see how individual pieces of content are working.

PLUS Agorapulse has a great new ROI tool that can connect your postings with real results.

Hope this helps!

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Thanks so much for this extensive answer, Deb! :smile: I did watch that video prior to posting this. I love the tracking tool that Agora offers, I just wasn’t sure if most recommended to keep campaign naming more succinct or to have a different one for every single post. I did read an article recently that said not to go crazy with campaign names when building URLs and try to bucket into content themes - so wasn’t sure if that was just a one off opinion. I know consistency is the most important piece. Appreciate your insight!

Here’s what we share with clients.


Thanks for sharing Chris! Can’t wait to dig in!


Thanks for sharing that great resource, @chris and for the shoutout to Office Hour, @deb!