Using ScheduleOnce with source tracking (UTM tags)

Source tracking helps you understand your audience better by tracking the various sources of your bookings. By adding tags to the specific URLs that you share in different places online, you can analyze which marketing campaign or outreach effort results in more bookings. 

For example, you might add a source tracking tag to the URL that you share with Customers via email marketing campaigns, but add a different source tracking tag to the URL that you publish on banner ads. By adding different tags to URLs that you use in different contexts, you can track how many bookings are generated from each source, allowing you to focus your marketing resources on the most effective strategies for your business.

ScheduleOnce enables you to use source tracking in combination with Google Analytics or another third-party analytics tool by redirecting to your own landing page or custom confirmation page. ScheduleOnce does not store source tracking data internally. ScheduleOnce allows source tracking for any of our Sharing and Publishing options.

In this article, you'll learn about UTM tags and how to enable source tracking. 

UTM tags

UTMs (Urchin Tracking Modules) were originally created by Urchin Software (acquired by Google in 2005) as a tagging system for URLs. They have become one of the most widely used source tracking conventions for marketing analytics and are a powerful tool to incorporate in any data-driven marketing strategy.

The five standard UTM tags are:

  • utm_source: used for identifying the traffic source.
  • utm_medium: used for identifying the delivery method.
  • utm_campaign: used for keeping track of different campaigns.
  • utm_term: used for identifying keywords.
  • utm_content: used for split testing or separating two ads that go to the same URL.

Note The five standard UTM tag names are reserved terms in ScheduleOnce, and cannot be used as Custom field names.

UTM structure

UTM tags are added to the end of the URL, with the following syntax:

  1. Add "?" to the end of the URL.
  2. Add "=" followed by the value of each tag as defined according to your marketing analytics strategy.
  3. Add "&" to separate each parameter.

For example, here's an example booking page link with some UTM tags added:
https://go.oncehub.com/EXAMPLEBOOKINGPAGE?utm_source=newsletter1&utm_medium=email&utm_campaign=conference

Requirements for enabling source tracking with ScheduleOnce

In order to turn on source tracking, you must enable Automatic redirect. ScheduleOnce does not store source tracking information internally, and only facilitates the passing of your UTM tags to a third-party page. 

You must set up your own landing page or custom confirmation page that is configured for use with web analytics.

Enabling source tracking with ScheduleOnce

  1. For Booking pages associated with Event types, go to Setup -> select the relevant Event type -> Booking form and redirect section.
    For Booking pages not associated with Event types, go to Setup -> select the relevant Booking page -> Booking form and redirect section.
  2. In the Booking form and redirect section, turn Automatic redirect ON (Figure 1).Figure 1: Booking form and redirect section
  3. Enter the URL that you've configured for web analytics. You can add UTM tags to your ScheduleOnce Booking page links manually, or use a URL-building tool.
  4. Check the box to Pass source tracking tags to redirect page.
  5. Click Save
  6. If you use Website integration, go to Share & Publish and select your publishing option. In the Customer data step, select Customer data is passed via URL parameters.

Source tracking is now enabled and you can now analyze the source tracking data for your bookings.

NoteSource tracking is only passed to the redirect URL when a booking is scheduled. Source tracking is not passed to the redirect URL when a booking is canceled or rescheduled.

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