UTM tags, short for Urchin Tracking Module, are simple code snippets added to the end of URLs. These tags turn standard URLs into tracking devices, allowing you to monitor how traffic to your website or campaigns can be attributed to your posts. With UTM tags, you can capture invaluable data, including the source of your traffic, the type of content that grabs attention, and the specific campaigns that are driving engagement.

More concretely, with UTM tags on your Link posts, you can identify which social networks are most effective for driving traffic to your website, understand the type of posts that resonate with your audience, and pinpoint the campaigns that deliver the best return on investment.

This is an example link with UTM tags:

https://haiilo.com/blog/improve-company-culture/?utm_campaign=blog&utm_content=662f5816ceeb5b000124b25d&utm_medium=x&utm_source=65baeb13ee7b1800011b08f5&utm_term=haiiloverse

Due to the structure of shortened links, like those created by bit.ly, UTM tags cannot be added to these links. The tags will be added to the shortened bit.ly link but will be lost when the shortened link is expanded to show the full URL. Therefore, we don't recommend using shortened links for your link posts if you want to track traffic using UTM tags.

Enable UTM tags

A Company Admin can enable automatic UTM tagging in Administration > Settings > Employee Advocacy by checking Use UTM tags for external shares.

The available UTM tags and Haiilo's default values are:

• utm_source: Default: Social network
• utm_medium: Default: Static text smarpshare
• utm_campaign: Default: User ID
• utm_content: Default Post ID
• utm_id: Default: Leave empty
• utm_term: Default: Leave empty

You can use Haiilo's default UTM tags as-is or edit them to create your own naming convention.

Edit UTM tags in the Settings

You can edit the UTM tags to define your global naming convention. The tags you define in the settings are applied to all new link posts, but you can still change the tags on an individual post level.

1. In the Type field, choose a type for the tag. The options are:
   • Social network: Dynamically sets the tag value as the social network name to which the post was shared, e.g., LinkedIn
   • User ID: Dynamically sets the tag value as the ID of the user who shared the post
   • Post ID: Dynamically sets the tag value as the ID of the post that was shared
   • Static text: Sets the tag value as the defined text. The text is added in the Value field.
   • Leave empty: The tag is empty and not used. Only available for utm_content, utm_id, and utm_term
2. If you selected Static text in the Type field, enter the text you want to use for the tag in the Value field
3. Select Save

When you modify the UTM tags in the Settings, the updated tags will not be applied retroactively to posts that were created before the settings were changed. The changes will only affect posts created after the settings have been updated.

Edit UTM tags during post-creation

When creating a link post, you can see and change the defined UTM tags in the last step of the post-creation process. This allows you to change the UTM tags for individual posts. An individual post's UTM tags will always override the global tags defined in the Settings.

1. Create a link post as usual
2. On the last step, toggle Custom UTM tags. This option is only visible for admins.
3. The UTM tags are prepopulated with your default values. Edit the UTM tags for the post as you'd like
4. Select Done to publish your post

Your post will utilize the custom UTM tags you defined and will be automatically included with every share of that particular post.