CEDDL-polyfill The Dynamic Data Layer for the browser

UTM plugin released.

UTM stands for Urchin tracking parameters. The Urchin company added little pieces of data to our URLs to see where traffic originates from. Introduced way back in 1995, Somewhere along the way, this technique became the industry default for tracking links and campaigns across online networks. No official standard exists, but most analytics tools, marketing apps, marketing automation tools, and CRMs look for these parameters. There are five main parameters. Medium, Source, Campaign, Content and Term

Urchin tracking parameter illustration

Organizations are under pressure to do more for consumer privacy. To this end, the HTTP classic referrer property and, lately, these UTM properties are removed navigating between web pages. When asked what my strategy is for dealing with these changes. My answer, focus on what you control. URL structure is definitely in your control and a core web technology. Not going anywhere soon.

Running the plugin.

import {ceddl} from '@ceddl/ceddl-polyfill';
import {UrchinTracking} from '@ceddl/ceddl-aditional-inputs/dist/urchin-tracking';

UrchinTracking.run(ceddl, {
  prefix: 'utm',
  removeOnLoad: true
ceddl.eventbus.on('hurchinTracking', function (data) {

// "urchinTracking": {
//   "source": "hubspot"
//   "medium": "email"
//   "campaign": "main"
//   "content": "A123"
//   "term": "main"
// }

Making UTM parameters reliable

A long link can be confusing to your audience or look messy. Even for the initiated, seeing a long coded URL can take them out of the flow. You can combat this by creating branded links. This displays a much shorter URL to users, rather than a long string of words and numbers. It visually appealing and often customizable. Many businesses host a open source open shortener like Kutt.it or shlink. But even if you do not have the opportunity to host your own. Services like bitly or lnnkin are valid option.


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