Recruiting marketing is useful for attracting candidates from various channels, such as social media and programmatic ads. When running recruiting marketing campaigns, you'll want to measure and compare their performance. Comeet allows you to do that by tracking the UTM parameters that you use across your campaigns.

What are UTM parameters?

UTM Parameters are used by marketers to track the effectiveness of online marketing campaigns. Ads on channels such as Facebook and LinkedIn are mapped to UTM parameters that include all the properties of each campaign.

Note: The UTM parameters do not affect source attribution and are not visible in Comeet.

Prerequisites

  • Careers websites hosted by Comeet - tracking of UTM parameters is supported, no setup required.
  • Custom careers website - tracking of UTM parameters is supported by Comeet's Careers API. Verify that the page to which your campaign is redirecting applicants includes the Comeet JS Snippet, and that applicants apply using the Comeet's Application Form Widget.

How to track UTM parameters

1. Create your campaign

Include the UTM parameters as part of the URL of your campaign. Comeet supports the following parameters: utm_source, utm_medium, utm_campaign, utm_term, and utm_content.

2. Comeet tracks candidates attribution

When applicants reach the careers website through your campaign, Comeet will track the UTM parameters of the campaign and save it in a cookie for 30 days. When applicants apply for a position the UTM parameters are saved as part of the candidates' profile.

3. Track the success of your campaigns

You can monitor your campaigns using Comeet's report or by exporting the data:

  • Comeet's report – the Marketing Campaigns report is included in the Ultimate Insights reports. To see this report click on your photo at the top-right > Comeet Insights > Sourcing > Marketing Campaigns.
  • Export the data – if you prefer analyzing the data on your own, export the Candidates report or set up a programatic sync with your BI tool. For more details on how to export the data or set up the programatic sync visit this article. The report includes the details of the UTM parameters as columns in the report. Using this data, you can measure: how many candidates applied, how the candidates performed in the hiring process, and how many candidates were hired.

Understanding the data

When comparing Comeet's report with reports from ad networks (e.g. Google, Facebook) or analytics tools (e.g. Google Analytics) you may see discrepancies in the reported numbers. It may be due to the following:

  • Counting view-through. Some ad networks can count the number of applicants who saw a campaign ad prior to submitting their application, even if they didn't click the ad. In such cases where an applicant doesn't click the campaign ad, the applicant will not be attributed to the campaign in Comeet (since there is no indication that the candidate came from the campaign).
  • Cross-device attribution. Ad networks count the number of applicants who clicked on the campaign link on one device (eg. mobile) and then submitted their application on another device (eg. desktop). In such cases the applicant will not be attributed to the campaign in Comeet (since there is no indication that the candidate came from the campaign).
  • Counting visits to the "Thank you page." Be wary of counting visits to the "Thank you page" — to which applicants are redirected after submitting the application form — of visitors who arrived at that page without submitting the application form or have refreshed the page multiple times without submitting the form again. It is recommended to count unique visits that came directly from one of the position pages.
  • Duplicate submissions. Comeet reports the number of candidates after the resolution of duplicate submissions. This means when a candidate applies multiple times or is submitted through other sources (e.g. job boards, agencies, etc) in addition to applying on the website, then the candidate is only counted once in Comeet's report. When the duplicate submissions are merged, the UTM values are kept unless the candidate already has UTM values assigned to them.

Calculate ROI of your campaigns

As explained above, the attribution data in Comeet does not include view-through and cross-device attribution. Rather than using the absolute numbers of candidates, you can calculate the cost per qualified candidate (candidates who passed first screening) using the percentage of duplicates and percentage of qualified candidates of each campaign.

Calculation

Cost per Qualified Candidate =
Cost per Application / (1 - "% Duplicates") / "% Qualified"

Example

Campaign

Cost per Application
(based on Ad Network data)

% Duplicates
(based on Comeet's UTM report)

% Qualified
(based on Comeet's UTM report)

Cost per Qualified Candidate

Campaign 1

$10.00

10%

50%

$22.2

Campaign 2

$5.00

5%

20%

$26.3

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