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How to Track Employee Advocacy Performance with UTM Tracking

By Lewis Gray11/07/2022March 30th, 2023No Comments4 min read
How to Track Employee Advocacy Performance with UTM Tracking - HEADER


Data analysts.

Employee advocacy program managers

(and, of course, DSMN8 users!)

BOY have we got a treat for you 🤩

Ever wondered how to really track your employee advocacy program’s performance?

Maybe you want to know how to track certain content types.

Certain campaigns.

Or maybe you wanted to know which employees are generating traffic/leads?

Well, wonder no more! 🔥

We’re happy to announce our fully-customizable UTM tracking that will allow you to take your reporting to the next level. Configure your UTM parameters however you see fit!

You asked.

We listened.

…and we took action! 💪

matrix gif

What is UTM tracking within DSMN8?

Within the DSMN8 platform, UTM tracking is added as standard to all DSMN8 posts shared through the DSMN8 platform.

UTM tracking enables you to track DSMN8 traffic inside your Google Analytics and Marketo dashboards.

This will be visible in the Source and Medium of your traffic sources and gives a much more in-depth insight into how DSMN8 traffic compares to other sources (see below example of Google Analytics Data) 👇

Anonymous Google Analytics Data

What’s changed?

We’ve stepped things up a notch! 🙌

With DSMN8’s customisable UTM tracking, you will be able to take your reporting to next level by customising and configuring your UTM parameters however you choose.

You’re now able to add your custom parameters for your UTM links, and you have the option to filter these across teams, groups, sources and even custom URLs.

By doing this, you can have different UTM parameters depending on what your content is tagged to, and even which URL it’s using! 📈

This creates a huge amount of customisation and multiple rules can be created to manage this process.

shrug gif

How can I do it?

This part is for the DSMN8 users!

In order to start creating your own URL tracking rules, as an admin, you simply have to head to “URL tracking” under the “Admin Tab” 👇

DSMN8 Admin Tab

Once you have reached this stage, you simply have to click on the “New” button, a pop-up window will be displayed for you to begin establishing your parameters.

DSMN8 URL Tracking

Note: You can create as many rules as you wish, and if some of those parameters get crossed over, you also have the ability to move them around and prioritise the list from top to bottom of what you consider most important.

In addition to creating new rules, admin users can make certain links exempt if they wish not to add the UTM parameters to certain domains.

To make sure these exceptions are defined, you will have to go to “Exempts” and click on “New”.

DSMN8 URL Tracking Exempts

You will then be able to input the domain and save it.

DSMN8 Domain Name URL Tracking

Lastly, you can use our “UTM Checker” to perform any tests on the UTM parameters you have set up. This will give you an opportunity to see which rules will be applied when content is shared.

DSMN8 Domain Name URL Tracking

If you have any questions at all, you can reach us at [email protected] or simply contact your customer success manager.

And you’re all set!

So, if you love analytics as much as we do…

Then happy tracking! 💪

Ready to get started with employee advocacy?

But not sure if you’re ready for an employee advocacy platform?

Take our short quiz to see if you have the foundations in place!

Prefer to cut to the chase and speak with a member of our team?

Roger that!

Schedule a call with one of the team.


Lewis Gray

Senior Marketing Manager and Employee Advocacy Program Manager at DSMN8. Lewis specialises in content strategy, growing brand visibility and generating inbound leads. His background in Sales lends itself well to demand generation in the B2B niche.