When promoting your webinars, you might use different campaigns and platforms to spread the message. But how do you measure the success of these efforts and identify where your webinar registrants are coming from? TwentyThree Webinars supports UTM tracking, making it easy to monitor the origin of your registrants. In this article, we'll explain what UTM codes are and how you can access the data within TwentyThree.

What are UTM codes?

UTM codes, also known as UTM parameters or tracking tags, help you track the source of your website traffic — in this case, webinar registrations. These codes are snippets of text added to a URL that provide your analytics tools with more context about each link. By using UTM codes, you can track the performance of various links and campaigns to understand where your traffic is coming from. If you'd like to learn more about UTM codes and how they work, you can read more here.

Why should you use UTM codes?

UTM codes help you measure the success of your campaigns and evaluate the effectiveness of various advertisements or social media posts. With clear insights into which initiatives resonate most with your target audience, you can identify which posts deliver the most value. Ultimately, UTM tracking allows you to trace back the biggest drivers of conversions and allocate resources more effectively to high-performing campaigns.

How do you use UTM codes for webinars?

While using UTM code links might seem complicated initially, you'll quickly get the hang of it. Here are the steps to implement UTM codes for your webinar registration pages:

1. Generate UTM Codes: Before promoting your webinar, create UTM codes for your registration page link. If you're using tools like HubSpot Marketing Hub or Google Analytics, you can follow their guides to generate UTM codes.
2. Locate Your Webinar Registration Link: You can find the registration link for your webinar on the webinar's Manage page in TwentyThree. 
3. Attach UTM Codes to Your Link: Use the generated UTM parameters to create distinct URLs for each campaign. For example, if you're running a Facebook promotion as part of a blog campaign, your link might look like this:

   https://webinars.ranguinc.com/how-drones-are-redefining-the?utm_campaign=blogpost&utm_medium=social&utm_source=facebook

4. Share Your Tracked Links: Distribute these tagged URLs across various marketing channels, including email campaigns, social media posts, blog articles, and paid ads.

Accessing UTM Data in TwentyThree

Once your webinar promotion is live and registrations start coming in, you can track the performance of your UTM links directly within TwentyThree.

1. Go to the Webinar's Manage Page: Navigate to the webinar's Manage page in the platform.
2. Open the Attendance Tab: Select the Attendance tab to view a list of attendees along with their UTM source and campaign details.
3. Export UTM Data: If needed, click the Download button on the far-right side of the Attendance tab. This action will generate a CSV file containing detailed UTM data, including source, medium, campaign, content, and term. 

By consistently using UTM codes and analyzing the resulting data, you can better understand which channels drive your webinar registrations and make more informed decisions about future marketing efforts.