29 Nov

Improve Campaigns using UTM Parameters and Session Replay Tracking


UTM Parameters help digital marketers understand where traffic comes from. Most of you know how to use UTM Parameters within Google Analytics, but I’ll share how they can be used in session recording tools like Mouseflow.

According the BuiltWith and W3Techs, Mouseflow is the most popular session recording and heatmap tool in the marketing place today. It has grown in popularity, because it is simple to setup, configure, and use.

The best part is that you don’t need to do anything to integrate UTM Parameters with Mouseflow. It happens automatically and the values can be used to filter session recordings, so you can easily find the recordings you care about most.

This is a huge time saver, since you can easily spend hours watching sessions. Imaging launching a new campaign and immediately be able to watch the sessions as they occur from that specific campaign.

Session Recording

To get the most out of your session replay tool, you need to be able to filter out the sessions that you don't really care about. Mouseflow has enhanced their platform to automatically pull in UTM campaign parameters from URLs and attach them to each replay session.

Filter Replay Sessions by UTM Campaign Parameters UTM Parameters


Heatmaps provide details such as clicks, mouse movement, and scroll tracking. If you filter this data by UTM parameters, you’ll be able to drill-down to only see the details related to one or more campaigns. Imaging a campaign that had 0% click thru rate. You can analyze the landing page for that campaign to see what can be enhanced to improve the click thru rate.

1. Clicks: This overlay will display the number of clicks on each element. You can filter this to only display the data from specific campaigns by applying the UTM parameters and values to the filter.

Filter Clicks by UTM Campaign Parameters Filter Replay Sessions by Clicks and UTM Parameters

2. Mouse Movement: This overlay will display the mouse movement over each element. The darker regions had the most mouse movement activity. Again, you can filter this to only display the data from specific campaigns.

Filter Mouse Movement by UTM Campaign Parameters Filter Replay Sessions by Mouse Movement and UTM Parameters

3. Scroll Tracking: This overlay will break up the display into horizontal sections to show the percentage of visitors that scroll down and view each section. You can see the average time of engagement within each section.

Filter Scroll Tracking by UTM Campaign Parameters Filter Replay Sessions by Scroll Depth and UTM Parameters


A funnel is a number of consecutive steps that ultimately lead to a conversion (i.e. purchase, sign-up, contact us submission, etc).

Within Mouseflow you can configure funnels to see the conversion percentage and drop off percentage from each step. You can drill down to your UTM parameters to see the conversion and drop-off percentages from your campaigns.

Filter Funnel Analysis by UTM Campaign Parameters Funnel Conversion Rate and UTM Parameters

Form Analysis

Form analysis is the detailed view of each field on the form.

Filter Form Analysis by UTM Campaign Parameters Form Analysis and UTM Parameters

Use Case

Let’s dive into a good use case and assume you are a government agency and you sell fishing licenses. You have a landing page that you want to drive traffic to from an e-mail blast. You e-mail 10,000 current and past due fishing license holders.

Within the email is a link to a landing page that visitors can start the purchase process. There are 5 steps to checkout and successfully buy a fishing license. If you use a URL Building and attach UTM parameters to your campaign link, you can successfully track the visitors thru the e-mail link and the purchase process.

You can replay the sessions on the landing page to watch all sessions that dropped and did not convert. Now you and overlay click, mouse movement, and scroll tracking understand why visitors might not convert as much you are expected.

Now optimize the form based on what you learned and try it again next month. Hopefully, your conversion rate improves. This is a continuous cycle of test, learn and continuously improvement based on user experience.

For more info about how to create UTM Parameters, see our Best Practice Guide for building UTM parameters.

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Brad Booth is a Digital Analytics Implementation Professional. He works with the implementation and analysis of Google Analytics and Google Tag Manager. He is also certified with Ensighten Tag Manager. Before focusing on analytics, he was a web developer. Things you didn't know about Brad: he lives in sunny Phoenix, Arizona. He played football in college and semi-pro. He enjoys working out and eating/cooking healthy.

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