Django app for extracting and storing UTM tracking values.
This package support Django 3.2+, and Python 3.8+
This app has been designed to integrate the standard utm_* querystring
parameters that are used by online advertisers with your Django project.
It does not replace analytics (e.g. Google Analytics) and Adwords tracking, but does have one crucial difference - it allows you to assign a specific user to a campaign advert.
This may be useful if you are trying to assess the value of multiple channels / campaigns.
| Parameter | Definition |
|---|---|
| utm_medium | Identifies what type of link was used. |
| utm_source | Identifies which site sent the traffic, and is a required parameter. |
| utm_campaign | Identifies a specific product promotion or strategic campaign. |
| utm_term | Identifies search terms. |
| gclid | Identifies a google click, is used for ad tracking in Google Analytics via Google Ads. |
| aclk | Identifies a Microsoft Ad click (bing), is used for ad tracking. |
| msclkid | Identifies a Microsoft Ad click (MS ad network), is used for ad tracking. |
| twclid | Identifies a Twitter Ad click, is used for ad tracking. |
| fbclid | Identifies a Facebook Ad click, is used for ad tracking. |
In addition to the fixed list above, you can also specify custom tags
using the UTM_TRACKER_CUSTOM_TAGS setting. Any querystring params that
match these tags are stashed in a JSONField called custom_tags.
The app works as a pair of middleware classes, that extract utm_
values from any incoming request querystring, and then store those
parameters against the request.user (if authenticated), or in the
request.session (if not).
The following shows this workflow (pseudocode - see
test_utm_and_lead_source for a real example):
client = Client()
# first request stashes values, but does not create a LeadSource as user is anonymous
client.get("/?utm_medium=medium&utm_source=source...")
assert utm_values_in_session
assert LeadSource.objects.count() == 0
# subsequent request, with authenticated user, extracts values and stores LeadSource
user = User.objects.create(username="fred")
client.force_login(user, backend=settings.FORCED_AUTH_BACKEND)
client.get("/")
assert not utm_values_in_session
assert LeadSource.objects.count() == 1By splitting the middleware into two classes, we enable the use case where we
can track leads without utm_ querystring parameters. For instance, if you have
an internal referral program, using a simple token, you can capture this as a
LeadSource by adding sentinel values to the request.session:
def referral(request, token):
# do token handling
...
# medium and source are mandatory for lead source capture
request.session["utm_medium"] = "referral"
request.session["utm_source"] = "internal"
# campaign, term and content are optional fields
request.session["utm_campaign"] = "july"
request.session["utm_term"] = token
request.session["utm_content"] = "buy-me"
return render(request, "landing_page.html")Add the app to INSTALLED_APPS:
# settings.py
INSTALLED_APPS = [
...
"utm_tracker"
]
UTM_TRACKER_CUSTOM_TAGS = ["tag1", "tag2"]and add both middleware classes to MIDDLEWARE:
# settings.py
MIDDLEWARE = [
...
"utm_tracker.middleware.UtmSessionMiddleware",
"utm_tracker.middleware.LeadSourceMiddleware",
]The UtmSession middleware must come before LeadSource middleware.
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