Tracking Tags Overview – Yext Help

Tracking tags are a piece of code that is added to a website URL in order to provide richer analytics about web traffic and user behavior. Tracking tags can also be referred to as UTM codes.

URLs that include Tracking tags can be added to any URL field in the Knowledge Graph (as long as the tracking URLs are just appending information at the end of the URL and are not changing the domain, the landing page, or adding a redirect). This will allow you to pull in data on the consumer interactions with URLs in Yext Listings into a client's analytics hub.

Why use Tracking Tags:

Understand ROI from various marketing strategies
Gather data around activities that include ‘click events’
Gain visibility into what is generating the greatest traffic to your site

Setting up Tracking Tags:

Tracking tags are created through an analytics suite. These include platforms such as Google Analytics, Adobe Analytics, Coremetrics, and more.
These tags are broken up into a series of parameters such as:
- Campaign Source: the search engine or platform that you’re running the ads on.
- Campaign Medium: the type of advertising campaign that’s using the URL.
- Campaign Name: the field used to insert the name of your campaign.
To learn more about tracking tag parameters, visit Google’s Custom campaigns article. You can also visit Google’s Campaign URL Builder Tool for help creating your tracking tags.

Tag Structure:

Tags always begin with a ‘?’. This is how you can tell where the base URL ends and the tracking tag begins.
Example:

www.yourbusiness.com/?utm_source=Yext&utm_medium=Yext&utm_campaign=Yext_Location

Adding Tracking Tags to Yext:

Tracking tags can be added to any field in the Knowledge Graph that accepts a URL.
This includes fields such as:
- Website
  - Main Website
  - Reservation URL
  - Menu URL
  - Order URL
- Featured Message URL
- Custom Fields used to support content on Pages
  - For more information on Custom Fields, see Add Custom Fields.
To easily set up tracking tags in Yext at scale, you can leverage Embedded Fields. For more information see Apply Embedded Fields.

Yext-related Insights from Tracking Tags:

When tracking tags are added to Knowledge Graph fields and local pages, you can gain insight into metrics like:
- Referral traffic driven from Listings
- Bounce rate
- Number of conversions
- Revenue driven by Listings

How to Leverage Tracking Tags within Yext:

Publisher Level:
- When adding Tracking tags to Yext, you have multiple options:
  - One tag for the whole Publisher Network
    - You can add one overarching tracking tag that gets appended to the general website URL, and therefore gets sent to all publishers.
  - Publisher-specific Tracking Tags
    - Yext has the ability to send different URLs to Bing, Google, Facebook, and Yelp if you would like to track user engagement on website URLs on a more granular, publisher specific level. For help setting this up, reach out to your Client Success Manager or Yext Support.
Field Level:
- Depending on what you would like to track, you can add the same tracking tag to every URL field, or you can add separate tracking tags to the various fields to understand more specifically where traffic is coming from.
- For example, you could do something like the example listed below:
  - Website URL: source=listings, medium=local, campaign=yext, content=[store ID]
  - Featured Message URL: source=featured, medium=local, campaign=yext, content=[store ID]
    - Adding a separate tag to the Feature Message URL will allow you to understand which promotions generate the most interest over time.

For more information on tracking tags, reach out to your Client Success Manager.