Marketing attribution parameters

In order to gauge the effectiveness of different campaigns, mediums, and traffic sources, you can add standard UTM tags and other marketing attribution parameters to your HRA’s URL. This information can help you understand the effectiveness of your traffic sources, giving you a snapshot of which sources produce higher or lower visits, greater completion rates, and more.

UTM Tags

A UTM medium tag is something that describes the general origin of the source of traffic, such as paid, organic, or referrals. A UTM source tag is something that describes the more specific source of traffic, such as LinkedIn, Twitter, or a health fair. A UTM campaign tag is used to describe specific campaigns that have driven traffic to your HRA, such as a “Heart Health Month” campaign or “Be Active” campaign. A UTM content tag is used in campaigns that feature more than one asset – such as a campaign where you are promoting a landing page, a blog, and an infographic – and you want to know which asset generated the highest traffic for your campaign. Using the form on the URLs page (accessible via the dashboard), you can automatically add UTM parameters to your HRA’s URL.

Examples of URLs with UTM tags:

https://hra.HOSPITAL_NAME.com/v3/401033a4-2c9a-4671-9df1-57e42cc7e877?utm_source=facebook https://hra.HOSPITAL_NAME.com/v3/401033a4-2c9a-4671-9df1-57e42cc7e877?utm_medium=email&utm_campaign=new_movers_campaign&utm_source=email35B https://hra.HOSPITAL_NAME.com/v3/401033a4-2c9a-4671-9df1-57e42cc7e877?utm_medium=social&utm_source=twitter

Other Marketing Attribution Parameter Types

utm_term
gclid
fbclid
ihp
hcmacid
keyword
matchtype
placement
target
hgcrm_trackingurlid
hgcrm_trackingsetid
hgcrm_tacticid
hgcrm_campaign
hgcrm_agency
hgcrm_channel

Embed Code Scripts

Benefit: Capture, retain, and store tracking parameters from a promotion tactic to the HRA session data to measure campaign performance.

Embed codes use JavaScript to capture and store any relevant UTM or other marketing attribution parameters from the campaign click to the risk assessment session. Add the Unlock HRA embed code script to landing a link to the HRA.

The embed code script dynamically applies UTMs or other marketing attribution parameters upon click to the HRA from relevant sources.

For instance, if you’re using performance marketing campaigns, either paid search or paid social, there will be UTM parameters associated with each tactic you’re using. These UTM parameters will carry through all the way to the HRA click, then to completion, and ultimately to downstream ROI.

Finding the Embed Code Script (won’t be availalable until 9/2/24)

Accessing the Dashboard: From the dashboard, select “Embed HRA”
Choosing the Embed Code Type: Select the type of embed code script you need, either a button or text.
Copying the Embed Code: Copy the provided JavaScript code.
Implementing the Code: Paste the embed code script onto your HRA landing page or traditional service landing page.

If you need any help navigating the HRA Management Console or have features you wish to see added, don’t hesitate to contact your Client Success representative!

Email: [email protected]