Whenever a post is shared through Smarp, the original source URL will automatically have UTM Codes (what are UTM codes?) appended to it. The information in these codes will tell you exactly which post and user have driven traffic to your page. This helps you to analyze your social selling ROI on services such as Google Analytics, HubSpot, Salesforce, Adobe Analytics, Eloqua.
First, please make sure that you have the automatic UTM appending functionality turned on. To do so, simply go to Settings and then Employee Advocacy. In this section, please make sure that the option "Automatically generate UTM tags for external shares" is enabled.
If the option is disabled, Smarp will not automatically append any UTM to your shared link. This also means that you can manually customize and append the UTM tags to each post.
Next, let’s take a look at this example:
Our UTM naming convention is as below:
<utm_campaign> This will contain the unique ID of the user who shared the post through Smarp.
<utm_content> This will contain the unique ID of the post that was shared through Smarp.
<utm_medium> SmarpShare, which indicates that the visit can be attributed to your users sharing from Smarp.
<utm_source> The social media network where the link was shared to.
On Google Analytics, you can access the Smarp-generated conversion information through Acquisition - All Traffic - Source/Medium. Simply add a Secondary Dimension with either Campaign or Ad Content to bring up the statistics on Smarp-generated traffic.
Another example would be HubSpot. In each Contact Card you will be able to find the Campaign (Smarp user) tag under Original Source Drill-Down 1. If you want to find all Smarp attributed conversions then set up a filter for Original Source Drill-Down 2 CONTAINS smarpshare.
Great! Now that you have the information on the conversion, the next step is to match the information to the user/post ID's from Smarp. Let's work with user ID's in the next example.
- First, copy the tag you wish to look up.
- Then pull an export from Users tab in the Analytics tool:
- Open the .csv in Excel and select the first column and perform a Find. Paste the tag and search.
So in this particular case the user who has driven the traffic to our site was Ludivina, Toups.
This process is entirely similar when identifying posts,, but instead you would take the export .csv from the Posts tab.
If your web analytics or CRM suite does not support UTM tracking, you can use one of the methods recommended in this Quora thread to pipe the UTM information into your system.