Bloomerang Fundraising (formerly Qgiv by Bloomerang) automatically captures the UTM parameters you add to your donation form URLs and stores them with each transaction. This article explains what UTM parameters are, why they're useful for nonprofits, and how to find and use UTM data in Bloomerang Fundraising and Bloomerang CRM.
Note: UTM tracking is not supported on registration forms.
How It Works
Nonprofits typically run campaigns across multiple channels such as email, social media, text, and paid ads. To track the source of web traffic from these channels, you can build UTM parameters in your chosen URL builder tool (such as Google’s Campaign URL Builder) and add them to the end of your donation form URLs.
The UTM parameters attribute each donation to a specific channel, campaign, or piece of content. This data helps you answer questions such as:
Which marketing campaigns generated the most donations in the last quarter?
Which content drives the most conversions?
Are users donating more through email or social media?
Important: If you use Google Ads, be aware that Bloomerang does not support Google's auto-tagging. Auto-tagging uses a GCLID (Google Click ID) rather than a UTM parameter, so Google Ads traffic does not automatically appear in Bloomerang. To capture that traffic, manually add UTM parameters to your ad's destination URL.
When a donor clicks your UTM-tagged link and completes a donation, Bloomerang Fundraising automatically captures, stores, and tracks the UTM parameters from the following places:
Hosted Bloomerang Fundraising landing pages
Donation forms embedded on your organization's website
You don’t need to configure anything in your Bloomerang Fundraising account to access UTM data.
Note: Bloomerang Fundraising records UTMs only if they're present in the URL at the time of the donation. For example, if a donor clicks a campaign link on Tuesday and donates on Friday, the donation is not attributed to that UTM parameter.
Bloomerang Fundraising captures both standard and custom UTM parameters:
Parameter | What It Tracks | Example Values |
| Where the traffic originated |
|
| The marketing channel |
|
| The specific campaign |
|
| The specific link or creative |
|
| A search keyword (used in paid search) |
|
| Other details about the web traffic source |
|
Note: You can use as few or as many UTM parameters as you need, and you don’t need to include all of the parameters in the table in this section.
View UTM Data
After donors complete donations through UTM-tagged links, you can access the UTM data in several places in Bloomerang Fundraising:
Transaction reports
Summary Reports
Report Builder
Individual transaction details
Downloadable exports
View UTM Data in Transaction Reports
To include UTM data in a transaction report:
In Bloomerang Fundraising, click Reporting.
On the Reporting page, find the Transactions tile and click View Report.
On the transactions report, click Customize Columns
.In the list of available report columns, search for and select one or more UTM data columns.
Click Save to update the report columns.
View UTM Data in Summary Reports
To include UTM data in a summary report:
In Bloomerang Fundraising, hover over Reporting, and then click Summary.
Click the ellipsis, and then click Edit Columns.
In the Search Columns text box, enter UTM.
Click +
to add UTM parameters from the Available column to the Selected column.
Click Save.
View UTM Data in Report Builder
To include UTM data in Report Builder:
In Bloomerang Fundraising, hover over Reporting, and then click Custom Reports.
Click Edit for a report.
Click Add a Field.
In the Insert a Standard Field section, enter
utm.
Select the UTM parameters you want to include.
(Optional) Select Add fields to bottom of report.
Click Save.
To run the report, hover over Save and Run, and then select a file format to download your transaction data.
View UTM Data in Transaction Details
View UTM data for an individual transaction by clicking a transaction ID from places such as the Transactions page, a transaction report, or a summary report.
The UTM parameters appear on the Transaction Details page.
Export UTM Data
UTM parameter values are included in Transaction Summary and Transaction Details .CSV exports.
To export transaction data that includes UTM parameters:
In Bloomerang Fundraising, click Reporting.
On the Reporting page, find the Transactions tile and click View Report.
On the transaction report, hover over Download Transactions - Details or Download Transactions - Summary.
Select a file format to download your transaction data.
Map UTM Data to Bloomerang CRM
If you use Bloomerang Fundraising with Bloomerang CRM, you can map UTM data from completed transactions so they transfer to Bloomerang CRM as part of the standard transaction sync.
You must map UTM parameters for them to appear in Bloomerang CRM. To map each UTM parameter:
In Bloomerang CRM, Create Custom Fields for the UTM parameter you want to track, selecting the Transactions tile.
Tip: To organize multiple UTM parameter custom fields together, create a category for them.In Bloomerang Fundraising, from the side navigation menu, click Integrations.
On the Bloomerang CRM tile, click Manage.
Click Mappings.
Click Add New Mapping.
From the Mapping Type drop-down list, select Custom Mappings > Standard Field.
Select a UTM parameter.
From the Bloomerang CRM Record drop-down list, select Transaction.
From the Transaction Field drop-down list, select the matching custom field.
Click Add Mapping.
Repeat this process for each UTM parameter you want to track.
Tip: After an export or a sync with UTM data, you can view the UTM parameters from a constituent’s Timeline in Bloomerang CRM. When you click a transaction on the Timeline, the UTM parameters appear on the Transaction Details page. Use the UTM data for tasks such as constituent reporting.