How to measure traffic sources of participants

Easypromos automatically detects and classifies the traffic sources of all participants. In addition, the organizer of the promotion can control how Easypromos measures the traffic sources by customizing the UTM parameters when sharing the promotion link.

In this article, we outline:

 

1. How the Easypromos source detection system works

When a new user visits the promotion, the platform automatically detects where the user has come from (source), and saves this information as a cookie in the visiting user’s device. If the user registers and becomes a participant, the cookie with the source is read and this is added to the participant’s registered data.

The source information registered for users is divided into three levels:

  • Source level 1: Indicates the social network that the visit has come from, or if it is direct traffic or referral traffic. It also maps the parameter utm_source defined by the organizer.
  • Source level 2: Second level classifier of source 1. For example, if it’s social traffic, this indicates whether it’s a recruitment action or if it’s direct traffic, or if it comes from a share button. If it’s referral traffic, this indicates the subdomain of the source. It also maps the utm_medium parameter defined by the organizer.
  • Source level 3: Third level classifier of source 1. It might be empty or it might give additional information about level 2. It maps the utm_campaign parameter defined by the organizer.

See the summary table of source types for more information about the different values and their definition. (Section 4 of this article)

 

2. How to find out the traffic sources of participants

Information about the sources of participants via customized links in the campaigns are only available in the Premium and White Label versions of Easypromos.

The traffic source of each individual participant can be obtained from the list of participants in the promotion:

sources_participant.png

As additional options, the organizer can:

  • Export all participants in CSV/Excel format. Each participant’s source will be included.
  • Filter the participants list by source. Create segments of participants by source, and carry out actions on this segment: run a sweepstakes between them, export to CSV, send a mass email, reject, accept, create graphs of participation between segments.
  • From the Statistics section you can view graphs of each of the sources, the daily evolution, and the detail of level 2 and level 3 of each level 1 source.

Sources.png

 

3. How to manage UTM parameters for advanced traffic source measurement

The organizer of the promotion can manage their own traffic sources by adding the parameters utm_sourceutm_medium and utm_campaign in the main link to the promotion. If a new visitor arrives to the promotion via a link containing one of these parameters, the parameters will be taken as the visitor’s traffic source, and Easypromos’ automatic source detection system will be ignored. Specifically, it will be mapped like this:

  • utm_source: Source level 1
  • utm_medium: Source level 2
  • utm_campaign: Source level 3

This is useful when the organizer carries out diffusion campaigns, publicizing the promotion across a variety of media and channels. The organizer can define the UTM parameter for each source. In this way, it’s possible to know exactly how many users have registered via each source predefined by the organizer.

These UTM parameters should be added to the main link to the promotion. The main link to the promotion is the one obtained here: 

Let’s have a look at a specific example of how to use the UTM parameters to define various sources; If, for example, the organizer wants to carry out diffusion via newsletter, Facebook Ads and Twitter. We’ll take the following as the main link to the promotion: http://premium.easypromosapp.com/p/1234.

For each channel, the organizer can define each source as follows:

  • Communication via Newsletter to women who registered in February: http://premium.easypromosapp.com/p/1234?utm_source=Newsletter&utm_medium=Mujeres&utm_campaign=Febrero
  • Facebook Ads Campaign: http://premium.easypromosapp.com/p/1234?utm_source=Facebook&utm_medium=cpc&utm_campaign=promo-navidad
  • Twitter Campaign: http://premium.easypromosapp.com/p/1234?utm_source=Twitter&utm_medium=martes&utm_campaign=promo-navidad

 

You can use the tool to create personalized URLs for your links campaigns. You’ll find it in Diffusion>Links campaigns.

 This is how you create and obtain the complete URL:

 

4. Summary table of source types

This table lists the level 1 sources, and their respective level 2 sources.

The level 3 sources correspond to the value of the utm_campaign. Otherwise, the automatic system will introduce the domain name of the referral URL if it has one.

 

Level 1 source

Level 2 source

Description

Facebook

Recruiting

Recruitment link published on Facebook

 

App

Promotion shared to Facebook via a share button within the promotion (not recruitment)

 

Direct

Promotion link published on Facebook

 

Tab

From the tab installed on the Facebook Page

Twitter

Recruiting

Recruitment link posted to Twitter

 

App

Promotion shared to Twitter from a share button inside the promotion (not recruitment)

 

Hashtag

Participation with hashtag via Twitter

 

Direct

Promotion link published on Twitter

Instagram

Direct

Promotion link published on Instagram

 

Hashtag

Participation with a hashtag via Instagram

Pinterest

Recruiting

Recruitment link published on Pinterest

 

App

Promotion shared to Pinterest from a share button inside the promotion (not recruitment)

 

Direct

Promotion link published on Pinterest

Google

Recruiting

Recruitment link published in Google+

 

App

Promotion shared to Google+ from a share button inside the promotion (not recruitment)

 

Direct

Direct traffic to the promotion from any Google service

WhatsApp

Recruiting

Recruitment link published in a WhatsApp chat

 

App

Promotion shared in WhatsApp from a share button inside the promotion (not recruitment)

Telegram

Recruiting

Recruitment link published in a Telegram chat

 

App

Promotion shared in Telegram from a share button inside the promotion (not recruitment)

Line

Recruiting

Recruitment link published in a Line chat

 

App

Promotion shared in Line from a share button inside the promotion (not recruitment)

Email

Recruiting

Recruitment link published in an email

 

App

Promotion shared via email button inside the promotion (not recruitment)

 

Direct

Promotion link sent via email

Referral

referral_host_url

Referral traffic from an external website

Easypromos

promo_list

Easypromos Public Promotions Page: https://apps.facebook.com/easypromos

Widget

embed

Promotion widget inserted in a website

Direct

 

Traffic that isn’t social, nor recruitment, and whose referral URL can’t be detected

utm_source

utm_medium

Organizer’s customized parameters

 

5. How to measure the traffic sources of visitors to the promotion (not registered users/participants)

The Easypromos statistics system displays the sources of registered participants, but it doesn’t display the sources of visitors who have not completed the registration process.

To obtain this statistic you need to integrate the promotion with Google Analytics and analyze the visitors’ traffic sources from there.

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