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To better understand the Improvado Marketing Common Data Model and how it works, you can check the Improvado MCDM Overview.

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Description

The UTM Audit recipe provides you with information about the types and quality of UTMs used in the customer data (only in Google Ads and Facebook). This information will help determine the feasibility of using UTMs to join with web analytics systems.

The final report contains a breakdown by the advertiser, campaign, ad set, destination URL, and quality of UTMs calculated on top of the destination URL.

This report also contained paid ads metrics such as spend, impressions, conversions, clicks, etc.

Dashboards

You can find the Demo Dashboard here.

Technical Details

MCDM Data Dictionary

Report structure

Required extraction templates

Mapping

Tech Schema

Preparation stages

1. Create normalized union of paid ads data with destination_url
2. Extract UTM parameters from destination_url:

• ~~~~utm_source
• ~~~~utm_medium
• ~~~~utm_campaign
• ~~~~utm_content

3. UTM parameters type classification:

• ~~~~define
• ~~~~auto define
• ~~~~short URL (f.e. bit.ly)
• ~~~~destination URL is empty

4. UTM quality classification:

• ~~~~Good (utm_source, utm_medium, utm_campaign and utm_content is define or auto define)
• ~~~~Medium (utm_source, utm_medium, utm_campaign is define or auto define)
• ~~~~Bad (any other case)

5. Calculate the sum of all metrics across all dimensions and properties + utm parameter types and utm quality

GDS Dashboard description

Page 1 - UTM Analysis

• Table 1
• ~This page shows the sum of spend and quantity of adsets broken down by data sources, advertisers and UTM Quality
• ~Filters by date, advertiser and datasource are available for you

Page 2 - List of Ad Sets

• Table 1
• ~This table shows the example of adsets and related UTM Quality
• ~Filters by date, advertiser, datasource, campaign, adset and UTM Quality are available for you

• Table 2
• ~This table shows examples of destination URL and UTM Quality
• ~Filters by date, advertiser, datasource, campaign, adset and UTM Quality are available for you

Page 3 - UTM Examples

• Table 1 - UTM Examples
• ~This table shows examples of UTM parameters and UTM Quality
• ~Filters by date, advertiser, data source, campaign, adset, and UTM Quality and UTM parameters are available for you

• Table 2 - Direct URL + UTM examples
• ~This table shows examples of direct URL, UTM parameters, and UTM Quality
• ~Filters by date, advertiser, datasource, campaign, adset, and UTM Quality and UTM parameters are available for you