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Overview

Track influencer marketing campaigns in Converge using tracking parameters. This guide shows you how to structure your influencer links so that traffic and conversions are properly attributed to specific influencers and campaigns.

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Tracking parameter structure

Use the following tracking parameter structure for influencer links:
ParameterValueMaps to in Converge
utm_sourcePlatform name (e.g., instagram)Channel
utm_mediuminfluencerChannel Group
utm_campaignInfluencer nameCampaign
utm_contentCampaign or post descriptionAd Set

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Why utm_medium=influencer matters

Setting utm_medium=influencer is crucial because Converge uses this value to automatically classify traffic into the Influencer channel group. This ensures your influencer traffic is properly segmented in attribution reports.

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Examples

https://yourbrand.com?utm_source=instagram&utm_medium=influencer&utm_campaign=Influencer-A&utm_content=Campaign-B
This will appear in Converge as:
  • Channel Group: Influencer
  • Channel: instagram
  • Campaign: Influencer-A
  • Ad Set: Campaign-B

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Tracking the same influencer across multiple platforms

Track the same influencer across different platforms by changing utm_source:
  • Instagram story: https://yourbrand.com?utm_source=instagram&utm_medium=influencer&utm_campaign=SarahJones&utm_content=Summer2024
  • TikTok video: https://yourbrand.com?utm_source=tiktok&utm_medium=influencer&utm_campaign=SarahJones&utm_content=Summer2024
  • YouTube: https://yourbrand.com?utm_source=youtube&utm_medium=influencer&utm_campaign=SarahJones&utm_content=Summer2024

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Different content from the same influencer

Use utm_content to distinguish between different posts or campaigns:
  • Story (Jan 15): https://yourbrand.com?utm_source=instagram&utm_medium=influencer&utm_campaign=SarahJones&utm_content=Story-Jan15
  • Reel (Jan 20): https://yourbrand.com?utm_source=instagram&utm_medium=influencer&utm_campaign=SarahJones&utm_content=Reel-Jan20
  • Feed post (Jan 25): https://yourbrand.com?utm_source=instagram&utm_medium=influencer&utm_campaign=SarahJones&utm_content=Feed-Jan25

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Best practices

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Consistent naming conventions

Establish a consistent naming convention for influencer identifiers:
  • By handle: @sarahjones or sarahjones
  • By name: Sarah-Jones
  • By ID: influencer-001
Pick one format and stick with it across all campaigns to ensure clean reporting.

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Viewing influencer data in Converge

Once set up, your influencer data will appear in Converge attribution reports:
  1. Navigate to the Attribution section in Converge
  2. Filter by Channel Group = Influencer to see all influencer traffic
  3. Break down by Channel to see performance by platform (Instagram, TikTok, etc.)
  4. Break down by Campaign to see performance by influencer or campaign name
  5. Break down by Ad Set to see performance by specific content or posts