Using UTM Parameters for Improved Affiliate Program Performance in 2Performant
Redirect Parameters in 2Performant are parameters that help merchants analyze traffic and conversions using Google Analytics or any other external tracker, to improve the performance of the affiliate program. This can be done using the redirect parameters, directly from our platform.
UTM parameters are tags you can add to a URL. When a user performs an action using that link (such as a click or a sale), these tags record the necessary information and send it back to Google Analytics or any other tracking platform you are using. Specifically, this is the method by which you can enter additional information about your campaign, such as merchant ID or the source of the traffic (referrer).
2Performant provides two solutions for setting UTM parameters:
- UTM for Google Analytics:
These parameters are the standard settings used by Google Analytics for data analysis.
?utm_campaign=2Performant&utm_source=%%affiliate_id%%&utm_medium=CPS
utm_campaign=2Performant → the name of the campaign conducted through 2Performant;
utm_source=%%affiliate_id%% → the source of traffic and conversions generated by 2Performant marketers, more precisely the unique marketer ID.This parameter is required to identify the marketer who had sent the traffic.
utm_medium=CPS → the medium in which promotion takes place; what kind of online promotion has been used to generate de traffic or conversions? In 2Prerformant the promotion medium is CPS (Cost-Per-Sale).
- Custom UTM where you can use the following parameters:
%%affiliate_id%% → sort, filter, or search marketers by ID in your analytics data.
%%tool_type%% → banners or quick links, what works best for you? Find that using this parameter.
%%referrer%% → the page from which the visitor came to your site.
A link with custom UTM can look like this:
?utm_source=2Performant&utm_medium=%%tool_type%%&utm_campaign=%%affiliate_id%%