Understanding UTM Campaigns: Initial vs. Regular Explained
What is the difference between initial_UTM Campaign and a regular UTM Campaign, and what is the clear definition of a UTM Campaign?
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The main difference between initial_UTM Campaign and a regular UTM Campaign lies in when and how they are captured:1. Initial_UTM Campaign: - This is captured the first time a user visits your site or app. - It's stored as a user profile property in Mixpanel. - It represents the very first UTM campaign that brought the user to your site. - Once set, it doesn't change for that user, providing insight into the original acquisition channel.2. Regular UTM Campaign: - This is captured on every visit where UTM parameters are present. - It's typically stored as an event property for each tracked event. - It can change with each new visit, reflecting the most recent campaign that brought the user to your site.A UTM Campaign is a parameter used in URLs to track the effectiveness of online marketing campaigns across traffic sources and publishing media. It's part of the Urchin Tracking Module (UTM) parameters, which are snippets of text added to URLs to track the source, medium, and campaign name of referral traffic Docs Tracking-best-practices > Traffic Attribution> .The clear definition of a UTM Campaign in Mixpanel context is: A tag used to identify a specific marketing campaign that drove traffic to your site. It's typically captured from the "utm_campaign" parameter in the URL and can be used to measure the effectiveness of different marketing initiatives Docs Data-structure > Property-reference > Default Properties> .Mixpanel's JavaScript SDK automatically captures both types: - It sets the first-ever UTM campaign as the "initial_utm_campaign" user profile property. - It captures the current UTM campaign as an event property for each tracked event where UTM parameters are present in the URL Docs Tracking-methods > Sdks > Javascript> .This dual tracking allows marketers to analyze both the original acquisition source and the ongoing effectiveness of different campaigns throughout the user's lifecycle.
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