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+<html><body class="c25"><div><p class="c4"><span></span></p></div><p class="c9"><h1><span class="c26 c22">Landing Page Referrer Standard</span></h1></p><p class="c9"><span class="c5 c22"></span></p><p class="c4"><span class="c11"></span></p><p class="c4"><span class="c11"></span></p><p class="c24 c9"><span class="c10"><a class="c15" href="#h.86l18jgl35oa">1.0 Introduction</a></span></p><p class="c13 c9"><span class="c10"><a class="c15" href="#h.anupv5b7lkox">1.1 utm parameters</a></span></p><p class="c13 c9"><span class="c10"><a class="c15" href="#h.qlnbu6q5hz1z">1.2 General structure</a></span></p><p class="c9 c24"><span class="c10"><a class="c15" href="#h.syknv16pjlzi">2.0 Summary of Top Level Categories</a></span></p><p class="c24 c9"><span class="c10"><a class="c15" href="#h.pk3l54q27pu4">3.0 Parameter Specification</a></span></p><p class="c13 c9"><span class="c10"><a class="c15" href="#h.5352yzbpzpyn">3.1 Paid Search</a></span></p><p class="c13 c9"><span class="c10"><a class="c15" href="#h.rjivwb5lv7pc">3.2 Vertical Search</a></span></p><p class="c9 c13"><span class="c10"><a class="c15" href="#h.j64urlfjgegz">3.3 Email</a></span></p><p class="c13 c9"><span class="c10"><a class="c15" href="#h.psb09hk47msr">3.4 Affiliate</a></span></p><p class="c13 c9"><span class="c10"><a class="c15" href="#h.f4pkry738qik">3.5 Social</a></span></p><p class="c13 c9"><span class="c10"><a class="c15" href="#h.aa8ss0rilf87">3.6 Display</a></span></p><p class="c13 c9"><span class="c10"><a class="c15" href="#h.czcgqxg4pmu">3.7 Offline</a></span></p><p class="c4"><span class="c11"></span></p><p class="c4"><span class="c11"></span></p><h1 class="c9"><a name="h.86l18jgl35oa"></a><span>1.0 Introduction</span></h1><p class="c9"><span class="c5 c22">This document outlines our specification for tagging traffic sources. It describes the recommended parameters that should be included in landing URLs for the main traffic sources.</span></p><p class="c4"><span class="c5 c22"></span></p><h2 class="c9"><a name="h.anupv5b7lkox"></a><span>1.1 utm parameters</span></h2><p class="c4"><span class="c5 c6"></span></p><p class="c9"><span class="c5">These parameters are commonly used to tag landing pages and are the recommended parameters from </span><span class="c5">Google</span><span class="c5">&nbsp;for doing this. &nbsp;As many are familiar with them, we </span><span class="c5">support overlap</span><span class="c5">&nbsp;with these parameters and encourage their use as they are often convenient and clear.</span></p><p class="c4"><span class="c5"></span></p><p class="c9"><span class="c5">We </span><span class="c5 c6">require</span><span class="c5">&nbsp;the use of </span><span class="c5 c6">utm_medium </span><span class="c5">to identify the broad referrer type. &nbsp;However, in general we do not encourage the use of </span><span class="c5 c6">utm_source </span><span class="c5">as it is commonly used in many diverse ways. &nbsp;The exception is for display traffic where the display </span><span class="c5 c6">network</span><span class="c5">&nbsp;can be identified with </span><span class="c5 c6">utm_source</span><span class="c5">. &nbsp;</span></p><p class="c4"><span class="c5"></span></p><p class="c9"><span class="c5">The </span><span class="c5 c6">utm_medium </span><span class="c5">parameter is required for each traffic source, all others are optional but highly encouraged for better categorization and insights into traffic sources.</span></p><p class="c4"><span class="c5"></span></p><p class="c4"><span class="c5"></span></p><h2 class="c9"><a name="h.qlnbu6q5hz1z"></a><span>1.2 General structure</span></h2><p class="c4"><span class="c5 c6"></span></p><p class="c9"><span class="c5">After the URL, add ? before the first parameter.</span></p><p class="c9 c23"><span class="c5">eg. </span><span class="c10 c5">www.example.com/?utm_medium=paid_search</span></p><p class="c9"><span class="c5">Add the &amp; symbol before further parameters.</span></p><p class="c9"><span class="c5">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;eg. </span><span class="c10 c5">www.example.com/?utm_medium=paid_search&amp;network=bing</span></p><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><p class="c9"><span class="c5">Following this tagging specification will result in accurate and specific traffic allocation, consistent understanding of performance, and actionable insights appropriately allocated.</span></p><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><h1 class="c9"><a name="h.syknv16pjlzi"></a><span>2.0 Summary of Top Level Categories</span></h1><p class="c4"><span class="c11"></span></p><p class="c9"><span class="c5">These are the top level categories that we use to categorize referral traffic. They are described in more detail in the following Parameter Specification section. All of these top level categories should be set with the </span><span class="c5 c6">utm_medium </span><span class="c5">parameter as shown.</span></p><p class="c4"><span class="c11"></span></p><a href="#" name="b047b4eb018245b6b561c9ecbf040920cd5932f5"></a><a href="#" name="0"></a><table cellpadding="0" cellspacing="0" class="c21"><tbody><tr><td class="c17"><p class="c1"><span class="c11">Category</span></p></td><td class="c19"><p class="c1"><span class="c11">Required Parameter</span></p></td></tr><tr><td class="c17"><p class="c1"><span class="c5 c6">Paid Search</span></p></td><td class="c19"><p class="c1"><span class="c0 c7">utm_medium=paid_search</span></p></td></tr><tr class="c29"><td class="c17"><p class="c1"><span class="c5 c6">Vertical</span><span class="c5 c6">&nbsp;Search</span></p></td><td class="c19"><p class="c1"><span class="c0 c7">utm_medium=vertical_search</span></p></td></tr><tr><td class="c17"><p class="c1"><span class="c5 c6">Email</span></p></td><td class="c19"><p class="c1"><span class="c0 c7">utm_medium=email</span></p></td></tr><tr><td class="c17"><p class="c1"><span class="c5 c6">Affiliate</span></p></td><td class="c19"><p class="c1"><span class="c0 c7">utm_medium=affiliate</span></p></td></tr><tr class="c28"><td class="c17"><p class="c1"><span class="c5 c6">Social</span></p></td><td class="c19"><p class="c1"><span class="c0 c7">utm_medium=social</span><span class="c2 c7">&nbsp;</span></p></td></tr><tr><td class="c17"><p class="c1"><span class="c5 c6">Display</span></p></td><td class="c19"><p class="c1"><span class="c0 c7">utm_medium=display</span></p></td></tr><tr><td class="c17"><p class="c1"><span class="c5 c6">Offline</span></p></td><td class="c19"><p class="c1"><span class="c0 c7">utm_medium=offline</span></p></td></tr></tbody></table><p class="c4"><span class="c11"></span></p><p class="c4"><span class="c11"></span></p><p class="c9"><span class="c5">There are also two top level categories which are detected automatically and do not need to be manually tagged: &nbsp;</span><span class="c5 c6">Organic Search</span><span class="c5">&nbsp;and </span><span class="c5 c6">Referral</span><span class="c5">. Organic Search traffic is traffic from search engines which is not paid for. The Referral category describes traffic that does not fall into any of the other categories. An independent website linking to a page for which nothing is paid for the traffic would be categorized as Referral.</span></p><p class="c4"><span class="c11"></span></p><p class="c4"><span class="c11"></span></p><p class="c4"><span class="c11"></span></p><p class="c4"><span class="c11"></span></p><p class="c4"><span class="c11"></span></p><p class="c4"><span class="c11"></span></p><p class="c4"><span class="c11"></span></p><h1 class="c9"><a name="h.pk3l54q27pu4"></a><span>3.0 Parameter Specification</span></h1><p class="c4"><span class="c5"></span></p><p class="c4"><span class="c5"></span></p><h2 class="c9"><a name="h.5352yzbpzpyn"></a><span>3.1 </span><span>Paid Search</span></h2><p class="c4"><span class="c5 c6"></span></p><p class="c9"><span class="c5">Paid search traffic is that which is driven from a search engine&rsquo;s results page that has been paid for. &nbsp;Specifically, paid search traffic comes from sponsored search results. &nbsp;Google Adwords is the largest provider of this service. &nbsp;We recommend the use of the following custom parameters rather than only using gclid to identify a paid search referral.</span></p><p class="c4"><span class="c0"></span></p><a href="#" name="9fe90d55bbc7ad18e861f87b7874575f98baa99d"></a><a href="#" name="1"></a><table cellpadding="0" cellspacing="0" class="c21"><tbody><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Paid </span><span class="c2">Search</span><span class="c2">&nbsp;</span></p><p class="c9"><span class="c2">(utm_medium=paid_search </span><span class="c2 c12">or </span><span class="c2">utm_medium=sem </span><span class="c2 c12">or </span><span class="c2">utm_medium=cpc </span><span class="c2 c12">or </span><span class="c2">utm_medium=ppc)</span></p></td><td class="c3"><p class="c9"><span class="c0">Required.</span><span class="c2">&nbsp;Use </span><span class="c0">utm_medium=paid_search</span><span class="c2">&nbsp;or </span><span class="c0">utm_medium=sem </span><span class="c2">or</span><span class="c0">&nbsp;utm_medium=cpc </span><span class="c2">or</span><span class="c0">&nbsp;utm_medium=ppc </span><span class="c2">to identify the referrer type as paid search.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_medium=paid_search</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Network </span></p><p class="c9"><span class="c2">(network)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">network</span><span class="c2">&nbsp;to identify a network such as bing or google.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">network=bing</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Campaign </span></p><p class="c9"><span class="c2">(utm_campaign)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">utm_campaign </span><span class="c2">to identify a specific product promotion or strategic campaign.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_campaign=spring_sale</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Ad Group </span></p><p class="c9"><span class="c2">(adgroup)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">adgroup</span><span class="c2">&nbsp;to identify the specific ad group to which a given referring ad belongs.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">adgroup=brand1</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Match Type &nbsp;</span></p><p class="c9"><span class="c2">(matchtype)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">matchtype </span><span class="c2">to identify whether the impression was triggered by a broad match.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">matchtype=broad</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Search Keywords </span></p><p class="c9"><span class="c2">(search_keywords </span><span class="c2 c12">or </span><span class="c2">utm_term)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">search_keywords </span><span class="c2">or </span><span class="c0">utm_term </span><span class="c2">to identify the keywords that were responsible for the match. &nbsp;This is not the search query itself but the matching keywords.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_term=hats</span></p></td></tr><tr class="c16"><td class="c8"><p class="c1"><span class="c2">Autotagging</span></p><p class="c1"><span class="c2">(gclid)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">gclid </span><span class="c2">to capture the gclid associated with this click through</span></p><p class="c9"><span class="c2 c7">gclid=</span><span class="c27 c7"><a class="c15" href="http://www.office.co.uk/search/keyword-is-blazers?gclid=CPzB25zw6bACFVMdtAodWjUnIQ">CPzB25zw6bACFVMdtAodWjUnIQ</a></span></p></td></tr></tbody></table><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><h2 class="c9"><a name="h.rjivwb5lv7pc"></a><span>3.2 </span><span>Vertical</span><span>&nbsp;Search</span></h2><p class="c4"><span class="c0"></span></p><p class="c9"><span class="c5">Vertical search traffic is traffic from a domain specific search engine. &nbsp;Broadly speaking, vertical search engines are search engines that perform a specific type of search - such as &lsquo;google shopping&rsquo; which searches products or &lsquo;travelsupermarket&rsquo; which searches for flights and holidays. &nbsp;This separates vertical search traffic from organic search traffic in that organic search is considered to operate over web pages whereas vertical search operates over products and services.</span></p><p class="c4"><span class="c0"></span></p><a href="#" name="10f37965977c105656d46fe4e404570587739ac0"></a><a href="#" name="2"></a><table cellpadding="0" cellspacing="0" class="c21"><tbody><tr class="c16"><td class="c18"><p class="c9"><span class="c2">Vertical Search</span></p><p class="c9"><span class="c2">(utm_medium=</span><span class="c2">vertical_search</span><span class="c2">&nbsp;</span><span class="c2 c12">or</span><span class="c2">&nbsp;utm_medium=cse)</span></p></td><td class="c14"><p class="c9"><span class="c0">Required.</span><span class="c2">&nbsp;Use </span><span class="c0">utm_medium=vertical_search </span><span class="c2">or</span><span class="c0">&nbsp;utm_medium=cse</span><span class="c2">&nbsp;to identify the referrer type as vertical search.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_medium=vertical_search</span></p></td></tr><tr class="c16"><td class="c18"><p class="c9"><span class="c2">Network </span></p><p class="c9"><span class="c2">(network)</span></p></td><td class="c14"><p class="c9"><span class="c2">Use </span><span class="c0">network</span><span class="c2">&nbsp;to identify a network such as bing or google.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">network=bing</span></p></td></tr><tr class="c16"><td class="c18"><p class="c9"><span class="c2">Campaign </span></p><p class="c9"><span class="c2">(utm_campaign)</span></p></td><td class="c14"><p class="c9"><span class="c2">Use </span><span class="c0">utm_campaign </span><span class="c2">to identify a specific product group when organising uploads to vertical search sites</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_campaign=black_shoes</span></p></td></tr></tbody></table><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><h2 class="c9"><a name="h.j64urlfjgegz"></a><span>3.3 </span><span>Email</span></h2><p class="c4"><span class="c0"></span></p><p class="c9"><span class="c5">Email traffic represents any traffic that comes from an email. &nbsp;This email may be opened in a browser based email client like Google mail or a specific email application like Outlook. &nbsp;</span></p><p class="c4"><span class="c5"></span></p><p class="c9"><span class="c5">The </span><span class="c5">media type</span><span class="c5">&nbsp;is used to understand what kind of email this is. &nbsp;Owned email traffic is from a mailout sent out to customers. &nbsp;Earned email traffic is generated spontaneously from communication between customers, perhaps recommending a product to a friend. </span></p><p class="c4"><span class="c0"></span></p><a href="#" name="5d4911ac095dd109f809c1f3a2aa04c4313ef001"></a><a href="#" name="3"></a><table cellpadding="0" cellspacing="0" class="c21"><tbody><tr class="c16"><td class="c18"><p class="c9"><span class="c2">Email </span></p><p class="c9"><span class="c2">(utm_medium=email)</span></p></td><td class="c14"><p class="c9"><span class="c0">Required.</span><span class="c2">&nbsp;Use </span><span class="c0">utm_medium=email</span><span class="c2">&nbsp;to identify the referrer type as email</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_medium=email</span></p></td></tr><tr class="c16"><td class="c18"><p class="c9"><span class="c2">Campaign </span></p><p class="c9"><span class="c2">(utm_campaign)</span></p></td><td class="c14"><p class="c9"><span class="c2">Use </span><span class="c0">utm_campaign </span><span class="c2">to identify a specific product promotion or strategic campaign.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_campaign=august_mailshot</span></p></td></tr><tr class="c16"><td class="c18"><p class="c9"><span class="c2">Media Type</span></p><p class="c9"><span class="c2">(media_type)</span></p></td><td class="c14"><p class="c9"><span class="c2">Use </span><span class="c0">media_type </span><span class="c2">to identify whether the traffic is &lsquo;owned&rsquo; or &lsquo;earned&rsquo;.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">media_type=earned</span></p></td></tr></tbody></table><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><h2 class="c9"><a name="h.psb09hk47msr"></a><span>3.4 </span><span>Affiliate</span></h2><p class="c4"><span class="c0"></span></p><p class="c9"><span class="c5">Affiliate traffic is traffic that comes specifically from a marketing affiliate.</span></p><p class="c4"><span class="c0"></span></p><a href="#" name="14d4eddb06844c59b9718cd48ccb3474e8de9299"></a><a href="#" name="4"></a><table cellpadding="0" cellspacing="0" class="c21"><tbody><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Affiliate</span></p><p class="c9"><span class="c2">(utm_medium=affiliate)</span></p></td><td class="c3"><p class="c9"><span class="c0">Required.</span><span class="c2">&nbsp;Use </span><span class="c0">utm_medium=affiliate</span><span class="c2">&nbsp;to identify the referrer type as an affiliate.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_medium=affiliate</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Network </span></p><p class="c9"><span class="c2">(network)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">network</span><span class="c2">&nbsp;to identify a network such as Commission Junction or LinkShare.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">network=commission_junction</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Affiliate ID</span></p><p class="c9"><span class="c2">(affiliate_id)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">affiliate_id </span><span class="c2">to identify a specific affiliate as specified by the affiliate network&rsquo;s setup.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">affiliate_id=mse1</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Publisher</span></p><p class="c9"><span class="c2">(publisher)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">publisher </span><span class="c2">to identify the publisher of the affiliate link - ie the affiliate itself.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">publisher=mse</span></p></td></tr></tbody></table><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><h2 class="c9"><a name="h.f4pkry738qik"></a><span>3.5 Social</span></h2><p class="c4"><span class="c5 c6"></span></p><p class="c9"><span class="c5">Social traffic is traffic from sites that are considered to be social networking sites. &nbsp;Examples are Facebook, Twitter and Pinterest. &nbsp;</span><span class="c5">We consider all traffic from these sites to be social traffic - even if it comes from advertising on a social site</span><span class="c5">. &nbsp;The media type describes the different kinds of traffic that can be expected from social media. &nbsp;Bought social traffic is traffic from social media advertising. &nbsp;Earned social traffic is traffic from the usual exchanges of customers between themselves. &nbsp;Owned social traffic is driven from a corporate social media profile like facebook page or twitter feed which serves as an advertising platform.</span></p><p class="c4"><span class="c0"></span></p><a href="#" name="f70c4e35e234832fd713bd6ff7dd26f71d641d20"></a><a href="#" name="5"></a><table cellpadding="0" cellspacing="0" class="c21"><tbody><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Social</span></p><p class="c9"><span class="c2">(utm_medium=social)</span></p></td><td class="c3"><p class="c9"><span class="c0">Required.</span><span class="c2">&nbsp;Use </span><span class="c0">utm_medium=social</span><span class="c2">&nbsp;to identify the referrer type as coming from a social networking site.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_medium=social</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Network </span></p><p class="c9"><span class="c2">(network)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">network</span><span class="c2">&nbsp;to identify a social network such as facebook or twitter.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">network=facebook</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Media Type</span></p><p class="c9"><span class="c2">(media_type)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">media_type </span><span class="c2">to identify whether the traffic is &lsquo;bought&rsquo;, &lsquo;owned&rsquo; or &lsquo;earned&rsquo;.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">media_type=earned</span></p></td></tr><tr class="c16"><td class="c8"><p class="c1"><span class="c2">Campaign</span></p><p class="c1"><span class="c2">(utm_campaign)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">utm_campaign </span><span class="c2">to identify a specific product promotion or strategic campaign.</span></p><p class="c1"><span class="c2 c12">Example</span><span class="c2">: utm_campaign</span><span class="c2 c7">=facebook_ad_5</span></p></td></tr></tbody></table><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><h2 class="c9"><a name="h.aa8ss0rilf87"></a><span>3.6 </span><span>Display</span></h2><p class="c4"><span class="c5 c6"></span></p><p class="c9"><span class="c5">Display traffic is traffic from display advertising. &nbsp;Display advertising can be either graphical or text based and includes Google&rsquo;s adsense platform. &nbsp;</span><span class="c5">Display advertising includes placement advertising as well as retargeting advertisements.</span></p><p class="c4"><span class="c0"></span></p><a href="#" name="d035e95ac2da5e588cac73eb7fd20f5b707de532"></a><a href="#" name="6"></a><table cellpadding="0" cellspacing="0" class="c21"><tbody><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Display</span></p><p class="c9"><span class="c2">(utm_medium=display)</span></p></td><td class="c3"><p class="c9"><span class="c0">Required.</span><span class="c2">&nbsp;Use </span><span class="c0">utm_medium=display</span><span class="c2">&nbsp;to identify the referrer type as a display advertisement.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_medium=display</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Network </span></p><p class="c9"><span class="c2">(network or utm_source)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">network</span><span class="c2">&nbsp;or </span><span class="c0">utm_source </span><span class="c2">to identify the ad network.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">network=criteo</span></p></td></tr><tr class="c16"><td class="c8"><p class="c9"><span class="c2">Retargeting Or </span><span class="c2">Placement</span></p><p class="c9"><span class="c2">(retargeting_or_placement)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">retargeting_or_placement </span><span class="c2">to identify whether the display advert was from a retargeting network.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">retargeting_or_placement=retargeting</span></p></td></tr><tr class="c16"><td class="c8"><p class="c1"><span class="c2">Campaign</span></p><p class="c1"><span class="c2">(utm_campaign)</span></p></td><td class="c3"><p class="c9"><span class="c2">Use </span><span class="c0">utm_campaign </span><span class="c2">to identify a specific product promotion or strategic campaign.</span></p><p class="c1"><span class="c2 c12">Example</span><span class="c2">: utm_campaign</span><span class="c2 c7">=display1</span></p></td></tr></tbody></table><p class="c4"><span class="c5 c6"></span></p><p class="c4"><span class="c5 c6"></span></p><h2 class="c9"><a name="h.czcgqxg4pmu"></a><span>3.7 Offline</span></h2><p class="c4"><span class="c5 c6"></span></p><p class="c9"><span class="c5">Offline traffic is traffic driven by offline advertising campaigns such as catalogues, billboards or postal campaigns. &nbsp;</span><span class="c5">The parameters could be included in a QR code.</span></p><p class="c4"><span class="c0"></span></p><a href="#" name="1510236cb602e37b481120ea3b7cbde0c03d0b1b"></a><a href="#" name="7"></a><table cellpadding="0" cellspacing="0" class="c21"><tbody><tr class="c16"><td class="c18"><p class="c9"><span class="c2">Offline</span></p><p class="c9"><span class="c2">(utm_medium=offline)</span></p></td><td class="c14"><p class="c9"><span class="c0">Required.</span><span class="c2">&nbsp;Use </span><span class="c0">utm_medium=offline</span><span class="c2">&nbsp;to identify the referrer type as offline</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">utm_medium=offline</span></p></td></tr><tr class="c16"><td class="c18"><p class="c9"><span class="c2">Channel</span></p><p class="c9"><span class="c2">(channel)</span></p></td><td class="c14"><p class="c9"><span class="c2">Use </span><span class="c0">channel </span><span class="c2">to identify the specific medium through which the campaign was run.</span></p><p class="c9"><span class="c2 c12">Example</span><span class="c2">: </span><span class="c2 c7">channel=magazine</span></p></td></tr><tr class="c16"><td class="c18"><p class="c1"><span class="c2">Campaign</span></p><p class="c1"><span class="c2">(utm_campaign)</span></p></td><td class="c14"><p class="c9"><span class="c2">Use </span><span class="c0">utm_campaign </span><span class="c2">to identify a specific product promotion or strategic campaign.</span></p><p class="c1"><span class="c2 c12">Example</span><span class="c2">: utm_campaign</span><span class="c2 c7">=tube1</span></p></td></tr></tbody></table><p class="c4"><span class="c5 c6"></span></p><p class="c9"><span class="c5 c6">&nbsp;</span></p><div><p class="c4"><span></span></p></div></body></html>

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