Attribution Manager
      Back to home
      1. Hyly AI Help Center
      2. Performance AI
      3. Attribution Manager

      Performance AI: Lead Tracking Parameters

      Context

      To decide on the investment in marketing strategies, it is essential to understand which marketing platform generates more leads for you. For tracking the details of which platform is getting the property teams more return on investment by generating more leads, they use the UTM parameters and generate appropriate UTM links. These links are used in the different platforms and the leads visiting these platforms are tracked using these links.

      In this article, you will learn about the UTM and Hyly.AI parameters used to track the leads coming through different platforms.

      Background of UTM

      Originally, UTM parameters were created for the Urchin Software. Urchin was an online web statistics and analysis software for tracking website traffic information. In 1997, they could pull log file stats for a few days' traffic in under 30 minutes – this was unheard of at the time. From there, their capabilities would increase as they got access to more and more data.

      In 2002, Urchin rolled out its Urchin Traffic Monitor, which allowed them to give more detailed information. The UTM allowed Urchin to pull the traditional data from the Apache log files and augment them with cookies. This moved Urchin lightyears ahead of the competition as they could provide more information faster than their competitor.

      We are talking about sensitive information that Google wouldn't even touch in 2004. It would not have complied with GDPR. Eventually, Urchin was bought by Google and became Google Analytics.


      What Is a UTM Parameter?

      UTM is an acronym for Urchin Traffic Monitor, and these parameter allows you to accurately track user engagement from outside sources within your analytics platform of choice. A UTM parameter is a string of code placed on the back end of a URL to define the piece's source, medium, campaign, term, and/or content that sent the user to your website.

      That string would look something like this:
      Example - ?utm_source=google&utm_medium=display&utm_campaign=spring-release&utm_term=rugs&utm_content=help-guide

      In this specific instance, the user that was served and clicked on this link came from a Google Display "spring release" campaign that was triggered by the word "rug" and showed off "help guide" content.

      This information can be extremely valuable in tracking the success of a specific campaign or creative piece. UTM codes give you customizable and highly specific tracking capabilities.


      How They Work?

      When you create a piece of content containing a link, whether a guest post, an ad, a social post, or what you have, you add the UTM to the back of your URL. This creates a new, unique URL to be tracked.

      For instance, example.com and example.com/?utm_source=google are recognized as two different pages.

      When Google Analytics brings that information into its platform, they strip the UTM from the URL and puts the data from that snippet into the proper dimensions (source, medium, campaign, content).


      Why We Use Them?

      When Urchin first rolled out the UTM, their goal was explicitly to track campaigns' return on investment (ROI). If you are creating unique pages for each piece of content, you put out, tracking their effectiveness gets extremely easy.

      So instead of just seeing a source/medium as Facebook/referral for any traffic coming from Facebook, you could see Facebook/Paid-Spring. This allows you to see the difference in performance between your organic Facebook efforts and paid spring Facebook campaign efforts. Similarly, if you have a spring campaign running on multiple platforms, you can designate the platform using unique UTMs for each platform.


      What Can You Track?

      As we've touched on a few times, you can define five parameters with UTMs: source, medium, campaign, term, and content.
      You can put whatever you want in each of these locations, but this is a general guide to what to put where.

      UTM Source

      The digital location where the user came from.  It could be a specific site name, the advertiser that placed the ad for you, or the name of a YouTube channel you run. You want to put something in this parameter to tell you where the person was before coming to your site.

      The multifamily sources could be the platforms such as:
      1. Apartments.com
      2. Apartmentguide.com
      3. Rent.com
      4. Zillow
      5. Zumper
      6. Facebook
      7. Google My Business
      8. Yelp
      9. Google search
      10. property website, etc.

      UTM Medium

      The medium in which you capture the users' attention.  It could be a video, email, CPC ad, graphic, or organic tweet.  This should tell you what kind of content got the click. The multifamily marketing mediums can be:
      1. Affiliate
      2. Direct
      3. Organic
      4. CPC
      5. Referrals
      6. Emails

      UTM Campaign

      If you are running a specific campaign for the content going out, you can specify that campaign in this parameter.  Use a code name, the slogan, the campaign name, or whatever you feel is easiest. Consider this as the when of your UTM. 

      UTM Content

      When running Google Ads, your traffic will come through Google Analytics simply as google/CPC, which isn't necessarily helpful.  It's far more helpful to know which keyword or "term" you bid on that led to the user visiting your site. 
      This way, you know exactly how a Google Ad was triggered to send people to your site. You can track which piece of content led to a click on your site.  This is great for situations where you are testing pieces of content running during a campaign and want to know which is getting the best result.


      What is Performance AI?

      Performance AI is the customer data platform of Hyly.AI. With Performance AI, you get ready to use reports. You don't have to manually create reports to analyze data and make marketing decisions. Performance AI does all the work, saving you from creating multiple complicated reports. 

      With Performance AI, you can create Attribution Analysis Reports, Cohort Reports, Goal Conversion Analysis Reports, Google Reports, Facebook Reports, PMS Reports, and Budget Reports.


      Performance AI Parameters

      Along with the UTM parameters mentioned above, Performance AI has three extra parameters tailored for the multifamily industry to get more detailed information about lead tracking. These parameters are as follows: 

      Hyly.AI Channel 

      Channel can be defined as the entity that initiates the information into the different platforms. Hyly.AI has three defined channels, which are as follows:
      1. API: The leads entering the system through different marketing channels apart from the property website is considered API channel. These API channels are integrated with the Hyly.AI systems.
      2. Prospect: The leads entering the system through the property website are considered the Prospect Channel.
      3. Agent: The leads created in the system by the agents are considered to be in the agent channel.

      Hyly.AI Method

      The Method is the way by which the prospect has entered the system. The Methods can be:
      1. Web
      2. Phone
      3. Email
      4. Walk-in

      Hyly.AI Assist

      Assist is the prompt that helps the leads to take action to schedule a tour or fill up a form. Some of the known multifamily assists are:
      1. Betterbot
      2. Perq
      3. Meet Elise



      The Performance AI systems track these parameters to analyze the most effective lead-generating sources.