Unmask UTM parameter value
Problem
Building on the work accomplished in https://gitlab.com/gitlab-org/product-intelligence/-/issues/622 to unmask the _gl
URL parameter value, we'd like to unmask the UTM value as well. Unmasking the _gl
URL parameter value only allows us to partially accomplish our goal of enabling Marketing to understand which of their campaigns are driving high-quality users to signup for GitLab.
Why this is important to the business
Continuing from https://gitlab.com/gitlab-org/product-intelligence/-/issues/622 ...
In order to keep this issue public, we will not share specific conversion rates. However, team members can view this issue to see how free to paid conversion rates increase when different types of users signup for GitLab. In that issue you'll be able to see that a minority of signups contribute the vast majority of our free to paid conversions. However, the marketing team is currently unable to see which campaigns are driving high-quality users to signup for GitLab. By unmasking the _gl
AND the _utm
value it will enable the Growth team in partnership with the Analytics teams to build reporting for the marketing team so they can understand which of their campaigns are driving high-quality users to signup for GitLab.
Proposal
Unmask the following values:
utm_medium
,utm_source
,utm_campaign
, utm_content
, utm_budget
; an example of the currently masked value can be seen below.
Result
Values are unmasked and available for analysis