How do I set up Gleanin's conversion tracking and UTMs

To track conversions for your campaign in Gleanin, simply add our conversion tracking script to your desired conversion page or landing page URL. This page can be any page where you want to monitor conversions, but the most common choice is the registration confirmation page.

While we provide conversion tracking, we recommend that you add UTM parameters to your landing page URLs. Using UTM parameters means that you can include reporting of your Gleanin campaigns in your usual web analytics platform (e.g. Google Analytics); having that data in one place makes it easier for you to compare the effectiveness of all your marketing channels and campaigns.

Gleanin conversion tracking for campaigns is optional, which means that Gleanin will only track conversions if you follow the steps and add the conversion tracking script to a specific campaign destination, such as the registration confirmation page.

Conversion tracking with the Gleanin pop-up

Conversion tracking without the Gleanin pop-up

Conversion tracking using UTM parameters

Using tracking URL Builder

Conversion tracking with the pop-up

Conversion tracking script is generated through the Integration & pop-up menu. In most cases, the conversion tracking script will be part of the advocacy tool/pop-up code however, you are able to generate just the conversion tracking script which will be explained in the next section of this guide. 

To generate the conversion tracking script as part of your pop-up:

1. Click on the Conversion & pop-up on the left-hand side
2. Make sure the following fields are chosen as below:
   1. Include conversion tracking - select Yes
   2. Display the Gleanin advocacy tool - you can choose pop-up or embed depending on your setup
   3. Select the attendee campaign that you want to generate the pop-up and conversion tracking for from the drop-down list and set the delay
   4. Advanced reporting - PRO only feature - for the basic subscriptions you won't have it available, for PRO users - please see the guide here
   5. Custom code option - you can choose which type of code to generate based on your registration provider; for more information please see here
3. Click on Generate code
4. Your advocacy tool code including the conversion tracking script will show up on the right-hand side

IMPORTANT: Please remember that the script and code are event-specific which means:

1. 1. If you have multiple conversion pages, you will need to ensure you add the conversion script to each conversion page
   2. the code cannot be reused from the previous years and for any new event registration pages you will need to generate the code again
   3. if you are a PRO subscriber and want to use advanced reporting, please make sure to follow the steps from this article to avoid incorrect reporting

Conversion tracking without pop-up

If you want to track conversions on a page but don’t want to display an attendee campaign on that page you can generate the conversion tracking snippet without the pop-up. 

To generate the conversion tracking script without the pop-up:

1. Click on the Conversion & pop-up on the left-hand side
2. Make sure the following fields are chosen as below:
   1. Include conversion tracking - select Yes
   2. Display the Gleanin advocacy tool - select No
   3. Advanced reporting - PRO only feature - for the basic subscriptions you won't have it available, for PRO users - please see the guide here
   4. Custom code option - you can choose which type of code to generate based on your registration provider; for more information please see here
3. Click on Generate code
4. Your conversion tracking script will show up on the right-hand side

IMPORTANT: Please remember that the script and code are event-specific which means:

1. 1. if you have multiple conversion pages, you will need to ensure you add the conversion script to each conversion page
   2. the code cannot be reused from the previous years and for any new event registration pages you will need to generate the code again
   3. if you are a PRO subscriber and want to use advanced reporting, please make sure to follow the steps from this article to avoid incorrect reporting

Conversion tracking using UTM parameters

UTM parameters are URL parameters used to track the effectiveness of online marketing campaigns. They identify the campaign that refers traffic to a specific website and can be parsed by analytics tools to populate reports.

There are many different UTM parameters, which can be used however, the most commonly used in Gleanin are the main 3 below:

• utm_source - identifies which site sent the traffic, and is a required parameter
• utm_medium - identifies what type of link was used
• utm_campaign - identifies a specific product promotion or strategic campaign

To track the conversion on your side you will need to add the URL parameters and make sure that your Google Analytics setup is correct. Please see the article here for more information. 

Here is an example of an attendee campaign destination URL that can be used in Gleanin:

https://www.test.com/regsitration-page?utm_source=gleanin&utm_medium=gleanin-speaker

&utm_campaign=gleanin-11111

It is highly recommended to set up both the Gleanin conversion script and UTM parameters for your campaign in order to ensure that no conversions are missed. From our experience, we have found that occasionally our conversion tracking may underestimate the results when compared to UTM tracking. Therefore, using both methods will provide a more accurate and comprehensive view of your campaign's performance.

Tracking URL Builder

With the tracking URL builder, you have the ability to add new or verify the current UTM parameters for your landing page URL.

To add UTM parameters to your URL:

1. Navigate to your campaign dashboard
2. Click on the Edit button on the Landing page URL tile
3. You have the option to either:
   1. accept our recommended settings in the URL health check box on the right-hand side or
   2. click on Show builder to add and customise the parameters yourself
4. After making your changes, don't forget to click on Save.

You can always include additional custom UTM parameters, by clicking on "Add additional custom UTM code" and adding them into the designated fields.

To review the existing UTM parameters on your landing page URL:

1. Navigate to your campaign dashboard
2. Click on the Edit button on the Landing page URL tile
3. Once you input your landing page URL in the specified box, you will see the URL health checker on the right-hand side:
   1. if everything looks correct, the checker box will turn green
   2. if adjustments are necessary, the box will turn yellow and offer recommendations for updating your URL
4. If you have made any changes or accept recommendations, don't forget to click on Save changes. 

Please note that you have the flexibility to make adjustments based on the recommendations or keep your original URL as is.

PRO subscribers have the option to create a customised destination URL for each of their speakers or exhibitors. By adding UTM parameters to these URLs, you can track conversions specifically from each individual stakeholder.

For more information about the Gleanin share tool please see here.

For more information about using destination URLs on your PRO account, please see the best practice examples.