Getting started

The purpose of this short intro, is to help you setting up your first (advertiser) account so you can start getting value back from it.

Because utm6 is fully based on GA, make sure to fulfill the following requirements:

  1. Understanding all the Google Analytics basics.
  2. Having full access to the GA View you want to work on.
  3. An eCommerce tracking enabled or an active Goal setup on this View.

Anatomy of the platform

Before going any further in the onboarding process, we will see how the platform is designed.

As a user, you can create/join as many organizations as you wish, and switch between them without logging out.

Organizations

An organization can either be an Advertiser (that sells products or services online) or a Media Partner (that earns commissions by promoting advertisers products and services).

Programs

Advertisers can create as many programs as they want in their organizations. A program represents a website/app you wish to track, and pulls its data from a Google Analytics View.

Conversion rules

In a program, you can setup as many Conversion Rules as you need. A conversion rule can either be a Goal (that should already exists in the GA View) or eCommerce transactions.

You can apply a different attribution model to each conversion rule, though we invite you to stick with the recommended ones.

Channels mapping

All the significant traffic that flows in your Google Analytics Views, and thus in your Programs, should be mapped into Channels. This way you can compare the performance of your channels independently.

To avoid repeating the mapping in every program, channels are mapped at the organizations level.

A channel is composed of one or many "source / medium". By default, when you visit a website by clicking on a backlink, the "source" set by Google Analytics is the domain name of the referral link and the medium is "referral". I.e: "youtube.com / referral". Learn more about Google Analytics basics here.

Media Partners access

If you want to work with Media Partners, you can give them an access to their stats by linking their account with one or many channels. They will be able to track and request the payment of their commissions.

Overview

platform anatomy

Account setup

1. Create an organization

The first step to complete after you signed up is to create your organization. Enter your business name and the currency you want to work with.

If you link a Google Analytics View to a program, that uses a different currency, the transactions amounts will automatically be converted to your organizations currency using the daily exchange rate.
create advertiser organization

2. Connect Google Analytics

Connect your Google Analytics account & grant offline access to your organization.

Google Analytics connect Google Analytics offline access

3. Create a program

Give it the name of your website/app and select wich GA account/property/view you want to sync.

Create a program

4. Create a conversion rule

Give it a name (i.e: orders, signups...), select which events you want to track (Goal or eCommerce transaction) & select the attribution model you want to use.

Create a conversion rule

4. Map your channels

Each "source / medium" should be mapped to a channel. By default utm6 already maps common sources of traffic (Google SEO/Adwords, Facebook social/paid, Bing, Email providers...). Create a new channel for every significant source of traffic that doesn't exist yet in your mapping.

Channels mapping Channels mapping selection Channels creation

5. Activate!

You can import up to 90 days of history from Google Analytics. During activation, background tasks sync your data from Google Analytics, and recompute attribution for your conversion rules.

Activate your program

Some stuff to know

As soon as your program is fully activated, you will be redirected to your organizations dashboard, where you can compare the performance of your programs.

There are some important things to know in the interface to start getting some value back from utm6.

Improve your channels mapping

It's important to always map new significant sources of traffic to your Channels, otherwise their stats will be aggregated into a "(not mapped)" channel. Click on the "Channels" tab in the left menu to update your mapping.

Channels mapping

Running tasks

Every time you update your channels mapping, conversion rules, link a Media Partner... a task is triggered to update the conversion funnels of your Conversion Rules.

While a task is running, the small icon is rotating in the left menu. Wait for it to complete before refreshing your reports.

Tasks

Conversion funnels

Utm6 shows you the whole conversion funnel for each Goal & eCommerce transaction. We invite you to look at them from time to time, to learn how your channels contribute in the conversions process.

Conversion funnels

Channel roles

There are 3 kinds of channels:

  • Influencers - at the begining of the conversions funnel (blogs, social...)
  • Assists - in the middle of the funnels (price comparison websites, retargeting...)
  • Closers - at the end of the funnel (coupon codes, cashback websites, remarketing...)
Regarding your marketing strategy, it's important to understand in which kind of channel you should invest your marketing budget.

The Channels Report will tell you what role your channels are playing, and how much do they contribute to your conversions, according to your attribution model.

Channels report

Next: Google Analytics basics