Can I also evaluate UTM parameters via matelso call tracking?

Attention, this article refers to the version of Google Analytics Universal that is no longer continued by Google. The latest version of Google Analytics is Google Analytics 4.

 

The short answer is: Yes – In which cases this is possible and how it can look like in the example of Google Universal Analytics, we show here. #

Requirement matelso script #

In principle, UTM parameters belong to the web data that can be collected when a call is made via a call tracking number. The requirement for this is that a dynamic pool or a Click2Call function was used in connection with the matelso script on the website.

 

Example in Google Universal Analytics #

Please note that this is a simplified example and we cannot guarantee that it is up-to-date for other portals.

Which parameters can be used?

-utm_medium: This required parameter specifies the medium, e.g. cpc.
-utm_source: Here the source is indicated, e.g. Facebook. This parameter is also mandatory.
-utm_campaign: In this required parameter you can specify the name of your campaign.
-utm_content: This parameter is optional and is used for A/B tests or content-related campaigns.
-utm_term: By default, this optional parameter shows the paid keywords. But it can also be used, for example, to specify the target group or other information.

An example of how a URL with UTM parameter data can look:
https://www.matelso-doh.com/?utm_medium=mobil&utm_source=instagram&utm_campaign=13bb&utm_content=inhaltwebinar&utm_term=calltracking

 

Where can I find this data in Google Universal Analytics? #

Google Universal Analytics has a separate report for campaigns, which you can find under Acquisition – Campaigns.

Under Acquisition:

This report can be extended by various secondary dimensions to get detailed information on the individual campaigns. The different parameters of the URL can be found in the dimensions: Ad Content, Campaign, Target Page, Medium, Source and Keyword. The primary dimension can also be adjusted so that two dimensions can be compared.

In order to view individual campaigns, media or specific target groups, for example, a filter can be placed over the report or the parameters can be searched for.

In the following illustration, for example, we have filtered for Facebook campaigns using the simple filter:

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