Marketing Solutions Portal

Tracking Guideline

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Agenda

1 Importance of UTM Tagging

2 Implementing UTM Tagging in 3-Step

3 Common Implementation Errors

4 Checking in Bulk for Implementation Errors

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Importance of UTM Tagging

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Implementing UTM Tagging is required to analyze the traffic performance
and optimize accordingly

Note:
Implementing tracking codes are critical
If there is no proper tracking, there will not be data for reporting

Brand generates tracking codes

Traffic to brand’s Shopee
Tracking codes can be generated for: store on app/web

❏ Online ads
❏ Brand owned media (brand sites,
social media, eDMs etc.)
❏ Display media
Brand receives report on what
❏ Influencers and KOLs
happens after the user clicks
❏ QR codes
❏ Digital articles

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Implementing UTM Tagging in 3-Step

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Implementing UTM Tagging in 3-Step

(a) Start by generating (b) For the saved

a new tracking code in tracking codes, copy the
Marketing Solutions Tracking Parameters /
Portal (MSP) with URL with tracking
correct information

(a) (b)

(c) (c) Add the Tracking Codes

to the campaigns

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 (a) Start by generating a new tracking code in Marketing Solutions Portal
After entering the necessary
ii information, select button to generate
Universal Link or Normal Link

Option to download offline template

to mass generate tracking links in
the offline template

Option to Duplicate this row’s

i Click on “Generate Tracking Code” tab to generate new information to generate another
tracking link tracking link

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(a) The information to be input when generating a new tracking code
Market/Shop: Select the shop that you want to track the campaign performance of.

Campaign Type: You can choose to feature either a single shop or multiple shops.

Channel: Platform you want to run your campaign on (Facebook, Google, Instagram). You can also create your own additional
custom channel.

Ad Format: Photo, Video, Story Ads are some example of the format your ads can be in. This is dependent on the channel
selected.

Campaign Description: This is for you to name your campaign. It should only consist of alphabets, numbers and hyphen. No
spaces or special characters allowed.

Ad Content: This is for you to name your ad content. It should only consist of alphabets, numbers and hyphen. No spaces or
special characters allowed.

URL: This is the URL of your campaign's Shopee landing page. Ensure that this link entered is not shortened by URL shortener
(e.g. bitly, tinyurl) as it will affect the UTM code generation.
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 (b) To retrieve the tracking code that was generated, go to “Tracking Code
Management” tab
Filter for tracking codes generated on specific Dates for specific Shops, Channels, Ad Formats, Campaign Description, Ad Content and URL

iv Copy tracking parameters/URL

iii Click on “Tracking Code Management” tab to retrieve
with tracking, to be used in
tracking codes that were previously generated
brand traffic (see appendix for
example of where to use this)

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(c) Add the Tracking Codes to the campaigns - Facebook/Instagram

Reminders:

1) DON’T put anything in the Deep link to website field

2) DO fill up the UTM parameters after clicking on “Build a URL parameter”
3) DO UTM-tag your Destination link for the button in canvas page of Collection
Ads as well as for other ad formats

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(c) Add the Tracking Codes to the campaigns - Google

In Google, set the tracking code by going to: Campaign Level or Ad Level

Copy the tracking parameter from the excel and enter directly into the Final URL suffix at Campaign Level or Ad
Level. If both levels are filled, Google will use the Ad Level’s tracking parameter.

At Campaign Level: OR At Ad Level:

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Common Implementation Errors

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 For CPAS, campaign name field in “Build a URL Parameter” need to be filled by brand

Do input in
Campaign Name field

Do NOT input in
Custom Parameters field

In this example, UTM Campaign is totally In this example, wrong UTM_Campaign naming In this example, campaign name is placed
missing convention is used in incorrect field

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For non-dynamic ads, URL with UTM Tagging need to be added correctly

Conversion Objective Ads - In this Traffic Objective Ads - In this example, For Post Engagement Ads - In this
example, UTM was not added UTM Source is missing example, there is no link

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Checking in Bulk for
Implementation Errors

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 Where to Find the UTM for All Ads in Your Account (1/3)
Select All Campaigns Go to Ads Level

1 2

Go to select columns 3

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Where to Find the UTM for All Ads in Your Account (2/3)

Note: You might keep only these 2

columns for easy view

4
Select “URL Parameter” & “Link (Ad Setting)”
these 2 KEY UTM related columns

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Where to Find the UTM for All Ads in Your Account (3/3)

Scroll your mouse to view all your Ads status

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What to Check: Dynamic Product Ads (DPA) - Carousel/Collection Ad

Dynamic Product Ads - Carousel/Collection Ad format

Make sure utm_source, utm_medium, and utm_campaign are ALL present and in correct format under “URL Parameters“

Example of CORRECT
Ad Setting

Example of WRONG
Ad Setting

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Caveat: Unable to Bulk Check for Collection Ad - “Destination” Button URL
Additional Check for Collection Ad format:
Make sure you are using the complete UTM tagged URL, which can be generated from MSP easily.

Click “Edit” to manually check

advanced setting

Note: Destination
URL of Collection
ad cannot inherit
UTM settings like
the dynamic
product
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What to Check: Static Image Ad
Static Image Ad format:
Make sure utm_source, utm_medium, and utm_campaign are ALL present and in correct format under EITHER “URL
Parameters“ OR “Link (Ad Settings)”

Both cases are considered as OK, as long as

UTM 3 parameters are correct in at least one
of the columns (or both)

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Further Questions?
Reach out to your Shopee KAM or Marketing Solutions Team.

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