Adding tracking parameters to Conversion Cards
Gabriel Carvalho avatar
Written by Gabriel Carvalho
Updated over a week ago

URL parameters can help you understand the effectiveness of your Conversion Cards. For example, you can use URL parameters to identify where your Conversion Cards traffic is coming from and which Conversion Cards helped drive a conversion. Insights from URL parameters can show which link people clicked to get to your Conversion Cards destination, like to your website or Purchasing page.

You can add URL parameters to your Conversion Cards during the creation workflow. URL parameters can be placed on Conversion Cards that link to destinations off your widget, such as your website, or on Conversion Cards that promote existing posts. Your URL parameters will only apply to URL clicks on the Conversion Cards and not on clicks that may happen if someone sees the post organically and clicks a link.

Add URL parameters to your Conversion Cards

You can add URL parameters to your Conversion Cards in the creative workflow.

  1. Create a new Conversion Cards

  2. Enter the parameters you want to track. Each parameter will include a key, or Conversion Cards-identifying information, and the value you assign to that key. The key and value are connected using an equals (=) sign and you can add multiple URL parameters to your ad by separating them with an ampersand (&) symbol.

  3. For example, if you want to track an Conversion Cards with a blue background, try adding "background=blue" in your parameter. The key is "background" and the value is "blue." This creates a unique URL for this specific ad. In this example, that URL would be "www.example.com?background=blue."

  4. Note: Be sure none of your parameters are empty, always add a parameter key. For example, the background parameter in this string has been left empty: "https://www.example.com/page?background=&foo=bar". Be sure to always include a parameter key (like blue, "https://www.example.com/page?background=blue&foo=bar") or remove the parameter.

Specifications for URL Dynamic Parameters

URL parameters can help you understand the effectiveness of your Conversion Cards. You can input your own custom URL parameters or you can use the dynamic URL parameters we offer for your Conversion Cards. Dynamic parameters are helpful because they provide an automated way to populate the values of your parameters based on information you provide when setting up your Conversion Cards and information related to how your Conversion Cards are delivered.

We offer the following URL dynamic parameters to place on your Conversion Cards:

  • ad_id={{ad.id}}

  • adset_id={{adset.id}}

  • campaign_id={{campaign.id}}

  • ad_name={{ad.name}}

  • adset_name={{adset.name}}

  • campaign_name={{campaign.name}}

  • placement={{placement}}

  • site_source_name={{site_source_name}}

Name-based parameters

Name-based parameters, like ad.name, will be set to the campaign, ad set or ad name used when the Conversion Cards was first published. Campaign, ad set or ad names can still be changed, but the parameters will refer to the original names. This means that URL parameter values that contain campaign, ad set, or ad names can't be changed during the lifetime of that campaign, ad set, or ad once it has been published. If you did want to change the parameter value, you'd have to create and publish a new campaign, Conversion Cards set or Conversion Cards .

For example, if you'd like to track campaign name and source, you would input the following parameters:

utm_campaign={{campaign.name}}&utm_content={{ad.name}}.

If your campaign name is Prospecting 2018 and the Conversion Cards name is Holiday, the dynamic parameters would automatically pull in the appropriate values for these parameters. In this example, the URL would appear as: utm_campaign=Prospecting%202018&utm_content=Holiday. You won't be able to change this parameter value once you've published the campaign.

The name-based dynamic parameter, in this case {{campaign.name}}, will be set to the campaign name that was used when the Conversion Cards was first published. The campaign name itself can be changed, but the parameter value will still refer to the original name.

Dynamic parameter values

If you're using Google Analytics, you should input a UTM parameter for tracking. For example, if you'd like to see your Conversion Cards campaign name and ad name in Google Analytics, you would place the following parameters:

utm_campaign={{campaign.name}}&utm_content={{ad.name}}

When you check your metrics in your website analytics tools, these values will have been dynamically filled in so that you can see which campaign and Conversion Cards name generated traffic or conversions on your website.

Arena Team
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