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UTM Builder for SMS Campaigns

Track the effectiveness of your SMS marketing campaigns by adding UTM parameters to your URLs. This tool helps you generate properly formatted tracking links that work with Google Analytics and other analytics platforms.

UTM Builder for SMS Campaigns

Generate tracked URLs for your SMS marketing campaigns to measure performance in analytics.

Required Parameters

The full website URL (including https://)
The referrer (e.g., sms, sendsquared, twilio)
Marketing medium
{{campaign.name}}
✅ This will automatically use the campaign name from SendSquared when the link is sent. This is the recommended approach for accurate tracking.
The campaign name for tracking in analytics

Optional Parameters

Identify the paid keywords or segment
Differentiate ads or links (A/B testing)

Generated URL

Enter a URL and campaign parameters to generate your tracked link

Best Practices for SMS UTM Tracking

  • Keep it short: SMS has character limits. Use URL shorteners after adding UTM parameters.
  • Be consistent: Use standardized naming conventions across all campaigns.
  • Use lowercase: UTM parameters are case-sensitive. Stick to lowercase for consistency.
  • Avoid spaces: Use underscores or hyphens instead of spaces.
  • Track variations: Use utm_content to differentiate between different SMS templates.
  • Test first: Always test your links before sending to ensure they work correctly.

What are UTM Parameters?​

UTM (Urchin Tracking Module) parameters are tags added to URLs to track the effectiveness of marketing campaigns across traffic sources and publishing media. They help you understand:

  • Which SMS campaigns drive the most traffic
  • What messaging resonates with your audience
  • ROI of your SMS marketing efforts
  • Customer journey from SMS to conversion

UTM Parameters Explained​

Required Parameters​

  • utm_source: Identifies the source of your traffic (e.g., "sms", "sendsquared", "twilio")
  • utm_medium: The marketing medium (e.g., "text", "mms", "shortcode")
  • utm_campaign: The specific campaign name (e.g., "summer_sale_2024", "welcome_series")

Optional Parameters​

  • utm_term: Used to identify keywords or audience segments
  • utm_content: Helps differentiate similar content or links within the same campaign (useful for A/B testing)

SMS-Specific Considerations​

Character Limits​

SMS messages have strict character limits:

  • Standard SMS: 160 characters
  • Concatenated SMS: 153 characters per segment

You may need to shorten URLs to save valuable characters, but be cautious about which method you use.

⚠️ WARNING: Avoid Public URL Shorteners​

DO NOT use public URL shorteners like Bitly, TinyURL, or similar services for SMS campaigns.

Why Public Shorteners are Problematic for SMS​

Spam and Malicious Use:

  • Free, public link shorteners are commonly abused by spammers and malicious actors to hide harmful content
  • This leads to widespread blocking by carriers and spam filters

Trust and Deliverability Issues:

  • Phone carriers often identify shortened URLs from public services as untrustworthy
  • Messages containing these links are frequently blocked or marked as spam
  • This severely impacts your campaign deliverability rates

✅ Recommended Approach: Use Your Own Domain​

Instead of public shorteners, use:

  1. Your Own Domain Redirects (BEST OPTION)

    • Set up redirects on your main domain (e.g., "yourdomain.com/promo")
    • Full control over the URL structure
    • Maximum trust and deliverability
    • No risk of being flagged as spam
    • Maintains your brand identity

  2. Custom Branded Short Domains (Alternative)

    • Create your own short domain (e.g., "yourco.link" or "go.yourbrand.com")
    • Register a short domain specifically for links
    • Maintains brand trust and recognition
    • Avoids spam filters and carrier blocks
    • Examples of services that can help manage this:
      • Short.io: Allows custom branded domains
      • Rebrandly: Enterprise-grade branded link management
      • Your own server: Set up simple redirects with nginx or Apache

  3. Important Tips

    • Always use domains YOU control
    • Keep URLs as short as possible while maintaining clarity
    • Test deliverability before launching campaigns
    • Monitor your domain reputation

SMS Campaign Types​

Common SMS campaigns that benefit from UTM tracking:

  1. Transactional Messages

    • Booking confirmations
    • Check-in reminders
    • Payment receipts

  2. Marketing Messages

    • Promotional offers
    • Seasonal campaigns
    • Flash sales

  3. Guest Communication

    • Welcome messages
    • Survey requests
    • Review invitations

Integration with SendSquared​

When using UTM-tagged links in SendSquared SMS campaigns:

  1. Create your tracked URL using the builder above
  2. Shorten the URL with your preferred service
  3. Insert into SMS template using SendSquared's campaign builder
  4. Track performance in Google Analytics

Dynamic Variables​

You can combine UTM parameters with SendSquared variables:

https://example.com?utm_source=sms&utm_campaign={{campaign_name}}&utm_content={{segment_name}}

Analyzing Results​

In Google Analytics​

Navigate to Acquisition → Campaigns → All Campaigns to view:

  • Campaign performance
  • Conversion rates
  • User behavior
  • Revenue attribution

Key Metrics to Track​

  • Click-through Rate (CTR): Clicks divided by messages sent
  • Conversion Rate: Conversions divided by clicks
  • Cost Per Acquisition (CPA): Campaign cost divided by conversions
  • Return on Investment (ROI): Revenue minus cost, divided by cost

Best Practices​

  1. Naming Conventions

    • Use lowercase only
    • Replace spaces with underscores
    • Be consistent across campaigns
    • Use dates for time-sensitive campaigns

  2. Testing

    • Always test links before sending
    • Verify tracking in real-time reporting
    • Check link functionality on mobile devices

  3. Documentation

    • Maintain a spreadsheet of campaigns
    • Document naming conventions
    • Track performance over time

  4. Compliance

    • Include opt-out instructions
    • Follow TCPA guidelines
    • Respect quiet hours
    • Honor unsubscribe requests immediately

Examples​

Property Promotion​

Base URL: https://property.com/summer-special
utm_source: sms
utm_medium: text
utm_campaign: summer_promo_2024
utm_content: 20_percent_off

Result: https://property.com/summer-special?utm_source=sms&utm_medium=text&utm_campaign=summer_promo_2024&utm_content=20_percent_off

Guest Feedback Request​

Base URL: https://feedback.com/survey
utm_source: sendsquared
utm_medium: text
utm_campaign: post_stay_survey
utm_term: 3_day_follow_up

Result: https://feedback.com/survey?utm_source=sendsquared&utm_medium=text&utm_campaign=post_stay_survey&utm_term=3_day_follow_up

Troubleshooting​

Common Issues​

Links not tracking: Ensure UTM parameters are properly formatted and not stripped by URL shorteners

Inconsistent data: Check for variations in parameter naming (case sensitivity matters)

High bounce rate: Verify mobile optimization of landing pages

Low click-through: Test message timing and content relevance