Tracking your "Drive-to-web" interactions is an essential way to verify the effectiveness of your Augmented Reality scenarios. Tracking and analyzing your redirected links may seem complex at first glance, but using UTM parameters (or UTM codes) provided by Google Analytics is fast, simple, and can allow you to optimize the web sales generated from your mobile application.
UTM codes, how does it work ?
The tracking of clicks, between Augmented reality interactions (on mobile application), and your different web platforms, can be optimized if you mark your URL with specific settings. These settings are UTM codes, and you need to put them at the end of your URL. Many UTM codes can be used, only 3 are interesting here :
- utm_medium : Allow to identify the type of support.
- utm_source : Allow to identify the effective source.
- utm_campaign : Allow to focus the campaign, where is located the redirect link.
Each code is separated by a "&" sign.
Here is an exemple of the URL of a "Drive-to-web" interaction, who allow the user to be redirected to a specific BUT product, if he clicks on it : "https://www.but.fr/produits/113864/Lave-linge-hublot-WHIRLPOOL-AWOD2928-1.html?xtatc=INT-18&utm_source=application_but&utm_medium=scan&utm_campaign=DEP-690"
- BUT application is named "application_but", its UTM code is : utm_source=application_but
- BUT named its campaign "690", the UTM code is : utm_campaign=DEP-690
- The type of support is a scan of a marker, the UTM code is : utm_medium=scan
By logging into your Google Analytics account, you will have access to statistics and analyses on these web redirections.