Variable Tags & Integrating Them

UTM parameters have become the Bon Jovi of today’s marketing efforts. They can be a make or break scenario when it comes to tracking your campaigns. This is why many organizations in today’s marketing world utilize Google Analytics when tracking their URL’s with UTM parameters. Pardot even has a Google Analytics Connector to help streamline all of your organization’s data. But did you know there is a hidden trick when it comes to Pardot and UTM Parameters? It can completely innovate the data that you want to track in your URLs.
Variable Tags! Now you already probably know about variable tags and are also probably using them on a daily basis in emails, landing pages, and content. A classic example would be “Hi, %%First Name%%”. But have you ever considered using variable tags on URLs? This opens the door to track ever more data than your typical UTM Parameters might allow for.
Imagine a scenario where your Org wants to find out a specific set of data that already exists as a variable tag, such as occupation or state. You can add this variable tag to the end of your URL’s just like you would any other UTM tracking code. Then when in Google Analytics you can filter and look for a particular member under this specification (i.e. filter by what state the prospect clicking on that link is from or seeing all traffic in Google Analytics from users with a Pardot title of CEO). This works by applying the cookied information that exists for prospects in your Pardot.
Undoubtedly there are countless scenarios where this can come in hand for all kinds of organizations. You are only limited by what you can think of to be a variable tag in Pardot. Even if you already have UTM tracking on a link you can still add a variable tag. Simply add your variable tag at the end after the rest of your UTM tracking code. Example: SalesLabX.com/example/?utm_campaign=example&{{US.State}}
This additional information can help you understand what prospects are interacting with what content. Which campaigns have a spike in interaction from different job titles. All of this is knowledge that can be turned into converted prospects, accomplished goals, and ROI on projects.
Leveraging variable tags to help track extra subsets of data is a game changing hack that when used for your Org can revolutionize the way you integrate Google Analytics with Pardot. It’s an incredibly simple way to make sure both Pardot and Google Analytics are working for you to understand how and where your campaigns are effective.
Questions about using Variable Tags in your UTM tracking? Fill out the form above and a Pardot expert will walk you through it.
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