UTM parameters are pieces of data appended to the end of a hyperlink which can be used to pass data to the URL to which they point.
At YouLend our partners use UTM data to partially pre-populate applications and for marketing tracking. This is usually done for pure referral journeys - i.e. journeys without any API integration.
Using UTM parameters is not mandatory, however they are straightforward to set up, and have three main user cases/ benefits:
- Pre-fill application forms to reduce the effort for customers to sign up.
Best practice
Include a name, email address and phone number so a customer only has to choose a password to begin their application with YouLend
- Add a customer identifier to link that customer to their application in your reporting.
- Add a marketing campaign reference for marketing tracking.
How do we use UTM parameters
The steps involved to create UTM:
- Decide which parameters you wish to pass.
- For marketing, tracking each URL you send to merchants will contain the same link.
- For application pre-filling or for passing through a customer identifier, each of your customers will receive a custom link (the data for which will need to be pulled from your data store, usually your CRM).
- Send your customers the links with UTM parameters when you want them to sign up (e.g. marketing emails or in-app banners).
- When customers sign up using the custom links, the UTM parameters will pass the data they contain to their funding application to reduce clicks and customer friction during the onboarding journey.
Implementation details
| Data field | Example format | Logic/rules/comment |
|---|---|---|
| Third Party Customer Identifier | tpci=abc123456 | No fixed rules. This is usually our partners unique identifier for the customer. Adding this field makes linking a customer to their application easier for reporting. |
| Third Party ID | tpi=source:Email;Campaign:Campaign_1 | No fixed logic. This is for campaign/ channel tracking. This will show in our dashboard– enabling tracking campaign/channel performance. |
| Country | country=spain | If possible, please always includecountry as this is required to enable companyTypeand companyName to be pre-populated. If the country is not included in the URL, companyTypeand companyName may still be pre-populated if merchants are accessing the sign up page from an IP address in the country their business is registered – but this is not guaranteed. |
| Company Type | companyType=ltd | Please note that the country should always be included in the URL to ensure the companyType is supported. |
| Company Name | companyName=EXAMPLE SHOP | companyName and country must be provided in the URL to find the companyName. This field should be inputted in block capitals. Spaces should be included in this field if required, however these can also be inputted as %20. |
| Phone Number | phoneNumber=+447866889999 | The phone number field will automatically populate if this field is provided. Please ensure that the country code is added. |
[email protected] | No fixed rules. The email field will automatically populate if this field is provided. Please ensure that the country code is added. | |
| Funding Amount | fundingAmount=15000 | Display a customised example funding amount to the merchant when they land on the YouLend welcome page. Usually partners populate this using the merchant's prequalified amount. |
Example sign URL with UTM parameters