How to Group Marketing Channels

With UTM parameters, you can evaluate the performance of your marketing activities not only quantitatively, but also qualitatively. This allows you to make smart advertising decisions based on the performance of your channels and campaigns. To do so, we highly recommend creating a naming convention to make sure you are using the same UTM parameters for the same things. If you use "klaviyo" as a source in one campaign, don't use "Klaviyo", "email", or any other variation in other campaigns. This allows you to compare parameters over time, both within channels and across channels.

However, putting this into practice is easier said than done. Over time, different UTM source tags may be added for the same marketing channel, resulting in different line items in your report for identical parameters. But don't worry, RetentionX allows you to consolidate your marketing sources under a single channel, solving this problem effortlessly.

How to Group UTM Source Tags

By default, all UTM source parameters that contribute to a conversion are imported into RetentionX and evaluated individually, e.g. in the Best Channels report.

Follow these steps to group UTM source tags that describe the same marketing channel:

1. Navigate to Settings > Company Settings > Data Mapping > Marketing Sources.
   
   
   
   
2. Click New Mapping to group your UTM source tags.
3. Specify all UTM source parameters that describe the same marketing channel.
4. Select one of the predefined marketing channels or add a new one to group all identified sources.
   
   
   
   
5. Finally, click Save to add the grouping to your data mapping. Please note that all changes will be visible in your RetentionX account the next day.
   
   
   
   
6. You can create as many mappings as needed.

Once set up, the performance of your unique UTM source parameters will be analyzed as one marketing channel and e.g. can be found in the Best Channels report.

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