UTM codes are snippets of text added to the end of a URL to help you track where website traffic comes from if users click a link to this URL. Marketers can customize this text to match the webpage this URL is linked on, allowing them to attribute the success of that campaign to specific pieces of content. (from HubSpot)
By adding different UTM codes to your GoFundMe Charity fundraiser URL, you create customized tracking URLs for each of the different sharing/marketing campaigns and channels you are using to spread the word about your campaign. You can access that data through Google Analytics and the GoFundMe Charity report center, which will give you insight into which channels are most successful in driving donations to your campaign.
How to add UTM codes to your URL
- Copy your GoFundMe Charity fundraiser URL.
- Go to Google Analytics' URL building tool: https://ga-dev-tools.appspot.com/campaign-url-builder/.
- Paste your GoFundMe Charity fundraiser URL in the "Website URL" field.
- Fill out the other required fields (see more detail in the section below) and copy as many versions as you'd like of the generated campaign URL at the bottom.
- It's always a good idea to click on the URLs you generate, just to be sure they lead correctly to your fundraiser.
- Share the specific URLs in your designated channels to track the action that supporters take on each one.
More detail about setting up and using UTM codes
At the moment, the GoFundMe Charity report center only has fields for "Campaign Source" and "Campaign Medium." We recommend noting your sharing/marketing campaign in the "Campaign Source" field and the method you shared the URL in the "Campaign Medium" field.
For example, if you're preparing a Giving Tuesday fundraising push, you could put "Giving Tuesday" in the "Campaign Source" field and then generate several URLs with different keywords in the "Campaign Medium" field for the different places you'll share your fundraiser, such as "Facebook" and "email."
This is an example of the URL you could use for tracking the results of your email sharing:
But this is the slightly different URL you would post on Facebook:
Note that the only difference in these two is the "Campaign Medium," because they're both part of your Giving Tuesday fundraising efforts, just shared in different channels.
Using the data from UTM codes
Go to your report center, and view a transaction report. Check out the Source and Campaign columns to see whether or not a donation came from one of your URLs with associated UTM codes. If you don't see any data in those columns, it means that the donor clicked through the basic URL without any UTM codes attached.